The Hungarian competition authority found that Auchan engaged in unfair commercial practices through three coupon promotions advertised between 1 April 2024 and 12 February 2025. The promotions ran for about a month each and were communicated through channels including national television.

The authority found that Auchan failed to disclose material information about how consumers could obtain and use the coupons. Coupons were available only after purchases above specified amounts, and an active loyalty card was required for redemption. Different rules applied at hypermarkets and supermarkets, and coupon redemption periods also varied.

The authority imposed a fine of HUF 68.9 million. In setting the fine, it took into account that Auchan admitted the infringement, waived its right to appeal, and undertook to improve its compliance programme. The company was named Auchan Magyarország Kereskedelmi és Szolgáltató Kft. when proceedings began; during the case, its ownership and name changed to MH Magyarország Kereskedelmi Kft.

The authority reminded businesses that significant conditions affecting eligibility for, or use of, coupons and other discounts must be communicated fully and at the same time as the advertisement.