The Hungarian competition authority, Gazdasági Versenyhivatal (GVH), has revealed that eMAG Magyarország Kft. engaged in unfair commercial practices, leading to a fine of 235 million HUF. The company acknowledged its violations and waived its right to appeal, ensuring the fine will contribute to the Hungarian central budget.

The investigation, initiated in February 2024, uncovered several breaches during eMAG's promotional campaign from July 25-28, 2023, where the company advertised false discounts on various fashion products. Additionally, the company failed to provide accurate information regarding expected delivery times and misrepresented consumers' legal rights regarding returns and warranties.

Furthermore, the GVH examined eMAG's practices related to moderating consumer reviews but did not find any violations in this area. Instead, the authority mandated the company to improve its review policies and enhance communication with consumers.

eMAG has previously faced scrutiny from the GVH, having been fined in 2021 for similar issues, which included a 200 million HUF penalty and commitments worth approximately 4 billion HUF. A follow-up investigation revealed that eMAG had not fully complied with its obligations, resulting in an additional fine of 50 million HUF. A new follow-up investigation is currently ongoing.