The Hungarian competition authority, Gazdasági Versenyhivatal (GVH), has concluded an investigation into the online fashion retailer About You, resulting in significant compensation for Hungarian consumers. The company will pay a total of over 500 million HUF to several hundred thousand customers who made purchases between December 31, 2022, and December 31, 2024.

About You admitted to engaging in deceptive marketing practices, including misleading pricing and discount displays, as well as applying psychological pressure on consumers through countdown timers and limited availability messages during the purchasing process. These tactics were found to restrict consumers' freedom to make informed choices.

As part of the settlement, About You will provide each affected consumer with 1,750 HUF. The company has already begun processing these payments, which will be issued directly to those for whom it has banking information, while others will receive compensation in the form of 'About You coins' that can be redeemed within a year.

In addition to the compensation, About You was fined 505 million HUF, which it has already paid to the Hungarian central budget. The company has also committed to implementing a comprehensive consumer protection compliance program to avoid future violations.

The GVH emphasized its collaborative approach during investigations, with the authority's president noting that in 2025, the GVH imposed over 3.7 billion HUF in fines while also granting significant discounts to cooperating companies, thereby benefiting the Hungarian economy.