MKB Juristen drafts custom legal documents
It is best not to cobble together or copy important contracts, terms and conditions, and other legal documents yourself. We help entrepreneurs on a budget with customized legal solutions, clear costs upfront, and practical explanations.
- Custom contracts, terms and conditions, and legal documents
- Budget-friendly and clear about the costs upfront
- Request a free consultation or a no-obligation quote
Since the tightening of the rules, strict requirements apply to 'from' prices. In the event of a price reduction, you must use the lowest price you applied in a period of thirty days prior to the discount as the reference (the 'from' price). This prevents misleading discounts.
Why these rules?
From-prices show the consumer the savings at a glance and boost sales. However, they were also abused: by artificially raising the 'from' price shortly before the promotion, the discount appeared larger than it actually was. The tightened rules put an end to this.
The thirty-day rule
If you announce a price reduction, you must state the lowest price you applied in the thirty days prior to the discount. That lowest price serves as the reference. You may therefore not display a higher 'from' price that you briefly set just before the promotion. This ensures the consumer sees the actual saving.
Where does it apply?
The rule applies broadly to announcements of price reductions, both in physical stores and online. Separate rules may apply to certain situations, such as gradually increasing discounts or perishable products. Align your discount communication accordingly.
The consequences of the violation
If you do not comply with the rules, your discount may be considered misleading. The regulator (ACM) can impose fines, and consumers or competitors may take action against you. Correct "from" prices are therefore not only proper but also in your own interest.
Frequently Asked Questions
Which price should I display as the 'from' price?
The lowest price you applied in the thirty days prior to the discount. A higher price set shortly beforehand is not permitted.
Does this also apply online?
Yes, the rules apply to announcements of price reductions in physical stores and online.
What risks do I run with a misleading discount?
Action by the ACM involving fines, and claims from consumers or competitors.
Are your discount promotions legally correct?
Our legal experts review your pricing communication and webshop. View our marketing and advertising lawteam, have a legal scan performed, or schedule a free consultation.
