The Hungarian Competition Authority (GVH) has initiated a competition supervision procedure against Aldi Hungary, a retail company with nearly 200 stores in the country. The investigation focuses on market superiority claims made by Aldi in its commercial communications, which are likely to be unsubstantiated.

Since March 19, 2025, Aldi has used phrases such as 'The Widest Selection!' and 'The Best Deals!' in its marketing. However, the GVH suspects that these claims may not reflect reality. The company based these assertions on its first-place wins in the 'Best Deals!' and 'Widest Selection!' categories at the 2024 Nők Lapja Food Awards, but the GVH argues that this subjective audience vote does not provide sufficient objective evidence of market superiority.

The way Aldi presented its award wins is believed to have the potential to mislead consumers, possibly influencing their purchasing decisions in ways they might not have otherwise made. The initiation of this procedure does not imply that Aldi has committed a legal violation; rather, it aims to clarify the facts and substantiate the alleged infringement.

The investigation is set to last three months, with the possibility of two extensions of up to two months each if justified. The GVH emphasizes that companies should only use market superiority claims if they possess objective data to support them at the time of advertisement publication. Earlier in 2024, the national competition authority imposed a fine of 90 million HUF on Lidl for similar claims. The GVH continues to monitor the retail market closely from both consumer protection and antitrust perspectives, with ongoing investigations into whole grain products, coupon promotions, and potential resale price maintenance.