Guidelines regarding price indications and comparisons

It is important for consumers that sellers indicate prices in an honest and clear manner. In that way, consumers are able to make well-informed choices when making purchases. In addition, honest and correct price indications help create a level playing field for businesses. That is why rules and regulations are in place regarding price indications, such as for discounts and price comparisons.

In order to help businesses comply with the rules, the Netherlands Authority for Consumers and Markets (ACM) has drawn up ‘Guidelines regarding price presentations and price comparisons’, which have been based on current rules and regulations. The most important basic rule is that, if they offer a discount on a product, sellers make sure that such a discount is a genuine discount. ACM has formulated five rules of thumb, which help businesses indicate prices correctly:

1. No crossed-out prices except for the lowest price
2. No fake price reductions
3. No artificially inflated prices
4. Clear and prominent information
5. No excessively long price reductions

See also

• Price indications (in Dutch)