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If the product was €90 for a long time, it may therefore not be increased to €100 for a short time and then lower it again to €90 and thus be able to say that there is 10% discount. After all, the lowest price in those 30 days was already €90, so there is no question of a discount.

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Exception if the price keeps getting lower

Are you holding a sale where the discount keeps getting lower? Then you can still keep mentioning the original price. In this way you can also say that there was only a 20% discount before and a 70% discount later.


You can keep naming the suggested retail price

What probably remains possible is to make a comparison with the suggested retail price. That is independent of the Chief VP Compliance Email Lists prices you have asked yourself. It is important that no starting price is mentioned, but that it is clear to everyone that this is a suggested retail price.

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New products are allowed on sale

There is also an exception for new products that have been on the market for less than 30 days. This arrangement will not apply.

The idea is that you should be able to easily sell new products at a discount, because this is better for everyone. Of course, the price should still not be misleading.

Exception for perishable goods

Perishable products are also exempt from the rule. The starting price may simply be the price that was used immediately before the discount. The idea behind this is that it is more important that we combat food waste and that you can therefore make it attractive to buy the products.

When do these rules come into effect?

The European rules should have entered into force from May 28, 2022. What I describe above was already approved by the Council of Ministers in May 2022 and was subsequently sent to the Council of State for advice, but the new rules have still not entered into force. It is unclear when this will happen. The rules can therefore also be adjusted a bit.

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