Belgium cracks down on fake discounts in shops

Belgium cracks down on fake discounts in shops
Credit: Belga

More regulation aimed at protecting consumers against misleading discounts enters into force this Saturday.

Following European Union recommendations, it will also guarantee the public better information by combatting fake reviews, and by introducing an obligation to provide transparent pricing information on sales platforms.

Concretely, the new rules will in particular prevent shops from artificially raising their prices just before the sales and then subsequently offer large discounts to make them look more attractive, which has been a common practice in recent years.

Stores will now have to mention the reference price, i.e. the lowest price during the previous 30 days, next to the sale price.

More protection to consumers is also being introduced in the e-commerce space. Protection of personal data will be increased for example, according to Belga news agency.


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