The Hungarian competition authority, known as GVH, has initiated a follow-up investigation into eMAG, an e-commerce company, to assess its compliance with a commitment made in 2021. This commitment included a substantial support package worth approximately 4 billion HUF aimed at assisting local businesses.

The original investigation concluded in spring 2021, focusing on eMAG's promotional practices dating back to July 2014. It was found that eMAG did not establish internal rules to ensure that the 'original' prices displayed during campaigns reflected the actual typical prices of the products.

As a result of the investigation, eMAG agreed to implement significant measures, including revising its pricing and price display practices, providing 3,000 HUF discount coupons to consumers who made purchases in the 12 months prior to the decision, and facilitating the online commercial presence of Hungarian businesses with a program valued at around 2.88 billion HUF.

While the GVH previously assessed the execution of the consumer compensation and illegal price display correction measures, it found that eMAG had only partially fulfilled its commitments. Nevertheless, the compensation program resulted in over 1 billion HUF in direct compensation for Hungarian consumers. The deadline for the nearly 3 billion HUF program supporting local businesses has now passed, prompting the GVH to conduct a new follow-up investigation.

The GVH emphasizes the importance of companies fulfilling their commitments as mandated in its decisions. Failure to comply or provide adequate proof of compliance may result in significant fines, as evidenced by a record fine imposed on Booking.com in July 2024.