On April 11, 2025, the Hungarian competition authority, known as GVH, announced the closure of its investigation into Answear, a Polish online clothing retailer, after accepting the company's commitments to enhance pricing transparency. The investigation was part of a broader scrutiny involving three major online clothing and shoe retailers in Hungary, including CCC and About You, which were suspected of misleading pricing practices.

During the investigation, Answear voluntarily ceased certain criticized pricing practices and agreed to modify its promotional communication regarding discounts. The GVH emphasized the importance of clear and accurate representation of discounts and promotions, as this enables consumers to make informed comparisons of product prices and assess the benefits of promotional offers.

The GVH's investigation into Answear was part of a series of actions initiated in the summer of 2023 against three major online retailers. The authority had previously concluded its investigation into CCC in September 2024, which also resulted in similar commitments. The ongoing investigation into About You is still in progress.

Answear's commitments include limiting the duration of promotional advertisements for its products based on a clear formula. After selling a product at its original price for at least 30 days, the company will advertise it as discounted for a maximum of 60 days, with an additional 60 days allowed for further price reductions. This ensures that promotional periods do not extend excessively, allowing consumers to accurately assess the value of discounts.

The GVH has stated that Answear's commitments effectively address the issues identified during the investigation. As a result, the authority closed the case without establishing any legal violations, but it will conduct follow-up checks to ensure compliance with the commitments made by Answear.

This case highlights the need for businesses to be cautious about how long they advertise products as discounted, as prolonged promotions can lead to consumer skepticism regarding the authenticity of discounts. Since May 2022, Hungarian retailers have been required to adhere to clearer rules regarding price displays to ensure consumers can make informed decisions about promotional offers.