The Hungarian Competition Authority (GVH) and the National Consumer Protection Authority (NKFH) took part in a European Commission coordinated investigation focusing on the pricing practices of online retailers, particularly during the Black Friday sales period. The investigation, which involved 25 countries and assessed 314 online retailers, aimed to identify misleading pricing practices.

Results indicated that while Hungarian online retailers generally adhered to regulations better than the European average, there were still notable deficiencies. Approximately 30% of the retailers examined were found to have engaged in illegal and misleading promotional practices.

Additionally, over a third of the retailers used price comparisons that were often unclear and confusing, nearly one-fifth pressured consumers with urgent messaging, and about 10% employed drip pricing strategies.

Since May 28, 2022, stricter legal requirements have been in place in Hungary regarding pricing disclosures. Retailers must clearly indicate the lowest price applied in the 30 days prior to a promotion and the corresponding discounted price.

During the investigation, the NKFH and GVH reviewed 10 popular online retailers and tracked price changes using a specially developed IT tool. They identified misleading promotional practices at two retailers, including failure to disclose the lowest previous price and misleading promotional timelines.

It is important to note that these sweeps do not constitute formal enforcement actions, and while they do not confirm legal violations, the authorities can investigate observed infringements. The NKFH has already initiated necessary procedures in collaboration with the relevant government office.

The GVH conducts targeted campaigns each year to raise awareness of misleading practices during Black Friday and emphasizes the importance of cautious consumer behavior.