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If you sell to consumers, you must state prices in a prescribed manner. The key: always show a total price including VAT and unavoidable additional costs. If you fail to do so, you risk fines and the customer may refuse to pay the higher, actual price.
Always the total price including VAT
For consumers, the following applies: the stated price is the total price, including VAT and all unavoidable costs. You may therefore not add VAT or fixed additional costs only at checkout. You may state shipping costs that depend on a customer choice separately and clearly.
Clear and not misleading
The price must be clear, legible, and unambiguous. Hidden costs, unclear surcharges, or a final price that is only visible too late are not permitted and may be considered misleading. Be transparent about what the customer ultimately pays.
Watch out for discounts and 'from-to' prices
If you advertise with a discount or a crossed-out price, rules apply to the reference price. In the case of a price reduction, you must in principle base this on the lowest price you applied in a specific period prior to the discount. This prevents misleading 'from-to' promotions.
The consequences of incorrect price listing
If you do not comply with the rules, the regulator (ACM) can take action by imposing fines. Moreover, a customer can rely on the displayed lower price and does not have to pay the higher, actual price. Correct price listing is therefore also in your own interest.
Frequently Asked Questions
Am I allowed to display prices excluding VAT to consumers?
No. For consumers, you show the total price including VAT and unavoidable additional costs.
May I list shipping costs separately?
You may state shipping costs that depend on a customer choice separately and clearly, but the final price must be clear.
What applies to a discount?
In the event of a price reduction, you must in principle base it on the lowest price in a specific period prior to the discount. Do not invent a higher 'original' price.
Are your price listings and webshop in order?
Our legal experts review your pricing communications and draft your general terms and conditions via a legal scan. View our marketing and advertising lawteam or schedule a free consultation.
