ACM wishes to see honest discounts in order to protect consumers against deception
                  

                
                                  






  







  



  
    
              
        
        
      
      
                        
          

Summary

ACM has published its Guidelines regarding price indications and price comparisons, which explain how business owners are able to indicate prices and discounts without misleading consumers.
Only with fair prices are consumers able to compare different special deals properly.
Over the next few months, ACM will examine whether businesses comply with the rules on discounts, as explained in the guidelines.


  

  

    
      
          

      

  


                






        
          

In order to stimulate sellers to indicate their prices honestly, the Netherlands Authority for Consumers and Markets (ACM) has published its Guidelines regarding price indications and price comparisons (in Dutch: Leidraad prijsweergave en –vergelijkingen). Consumers are guided by the way in which sellers indicate prices. That is why sellers sometimes use discounts (price reductions) in relation to prices that have never been used. With such practices, sellers put consumers on the wrong track, and price indications are misleading. As a result of misleading price indications, individuals are no longer able to compare real prices properly, and ultimately pay more. These guidelines explain how business owners are able to indicate prices and discounts without misleading consumers.


Edwin van Houten, Director of ACM’s Consumer Department, explains: “With the introduction of stricter rules surrounding ‘was/now’-prices, we saw the rise of various new forms of deception for presenting discounts as attractive. For example, we saw that the ‘was’-price was temporarily raised in order to make discounts seem larger, or the discounts were offered on recommened retail prices that had never been used. Such practices are not allowed. This is explained in these guidelines with the help of examples.”
Basic rule regarding discounts


Sellers must clarify their discounts by comparing the reduced price with the lowest price that they charged in the 30 days preceding the discount. In addition to their own prices, they can also use other reference prices, such as recommended retail prices. If they do, they must do so honestly. Such reference prices must be realistic. This means that a price cannot be inflated artificially in order to make a ‘discount’ seem larger than it actually is. Sellers cannot suggest a discount if there is none.


If sellers comply with these rules, consumers will have trustworthy information, enabling them to compare prices better.
Honest price indications


It is important for consumers that prices are indicated honestly. Consumers always need context in order to be able to assess whether a special deal is truly advantageous. A realistic reference price (with which the price is compared) can offer such context. If a reference price is not realisitic, consumers are given misleading information. With higher reference prices, consumers may wrongly believe they found a great deal. That may ultimately lead to consumers comparing less and paying more than necessary. With realistic reference prices, consumers are able to make well-informed choices. In addition, honest price indications help create a level playing field for businesses. That is why anyone who wishes to do business in the Netherlands must comply with the rules and regulations regarding price indications and discounts.


Over the next few months, ACM will examine whether businesses (both brick-and-mortar stores and online sales channels) comply with the rules on discounts, as explained in the guidelines. If businesses fail to comply with these rules, ACM has various instruments to take enforcement action.


Consumers are able to file a report with ACM if they believe that a seller offers a misleading discount. They can do so with ACM’s consumer information portal ACM ConsuWijzer: 
File a report with ACM ConsuWijzer | ACM ConsuWijzer (in Dutch).
See also

Guidelines regarding price indications and comparisons | ACM
ACM has fined online stores for using fake discounts | ACM


  

  


    
          
                                          
                                  
                                      See also
                      
    

19-09-2025  Guidelines regarding price indications and comparisons
            
                                  
                                
                  

                
          
          
          Publication characteristics
          
                                    
                Publication date
                19-09-2025
              
                      
                                    
                Publication type
                  News

              
                      

                      
              Spokesperson
              
                                    Saskia Bierling

                              
            
          
                                

          
                      

                                    
                Keywords
                  Unfair business practices,
  Online consumers

              
                      
                                    
                Subjects
                  Consumer protection

ACM Introduces Guidelines for Honest Discount Practices

The Netherlands Authority for Consumers and Markets (ACM) has published its Guidelines regarding price indications and price comparisons to promote honest pricing practices among sellers. These guidelines are designed to help consumers make informed decisions by ensuring that discounts are presented transparently and accurately.

ACM's guidelines address the issue of misleading price indications, where sellers may inflate 'was' prices to make discounts appear more attractive. Edwin van Houten, Director of ACM’s Consumer Department, emphasized the importance of realistic reference prices, stating that sellers must compare reduced prices with the lowest price charged in the 30 days prior to the discount.

To ensure compliance, ACM will monitor businesses, both physical and online, over the coming months. If sellers fail to adhere to these guidelines, ACM has the authority to take enforcement action. Consumers are encouraged to report any misleading discount practices through ACM’s consumer information portal, ACM ConsuWijzer.



ACM Introduces Guidelines for Honest Discount Practices

The Dutch competition authority, ACM, has released new guidelines aimed at ensuring that businesses provide honest price indications and discounts to protect consumers from misleading practices.