The Hungarian competition authority, Gazdasági Versenyhivatal (GVH), has revealed that About You engaged in deceptive promotional practices, leading to significant consumer compensation. The company will pay over 500 million HUF to hundreds of thousands of Hungarian consumers who made purchases between December 31, 2022, and December 31, 2024.

About You admitted to the violations and agreed to provide 1,750 HUF compensation to affected consumers. Additionally, the company was fined 505 million HUF, which will be paid into the central budget. The GVH has warned consumers to be cautious during the holiday shopping season and is closely monitoring retailers' pricing practices.

In July 2023, the GVH initiated three investigations into major players in the online clothing and footwear market, suspecting misleading pricing practices by About You, CCC, and Answear. While CCC and Answear resolved their cases by committing to improve their pricing transparency, About You's practices were found to exert psychological pressure on consumers through countdown timers and limited availability messages.

To mitigate the fine, About You has committed to implementing a comprehensive consumer protection compliance program and has made specific commitments to change its promotional messaging. The company will refund consumers directly if it has their banking information, or provide 'About You coins' for others, valid for one year.

The GVH will conduct a follow-up review to ensure compliance with the mandated commitments, and failure to comply may result in the loss of the fine reduction. The authority is actively monitoring pricing practices during the holiday season and will take necessary actions against any suspected violations.