{"id":26811,"date":"2025-03-28T15:18:38","date_gmt":"2025-03-28T13:18:38","guid":{"rendered":"https:\/\/kpw.law\/illegal-advertising-with-rrp\/"},"modified":"2026-04-03T09:37:55","modified_gmt":"2026-04-03T07:37:55","slug":"illegal-advertising-with-rrp","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/illegal-advertising-with-rrp\/","title":{"rendered":"Illegal advertising with RRP"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull v4-pattern-hero v4-pattern-hero--post is-style-arrow has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-cover alignfull v4-pattern-hero__cover\" style=\"padding-top:var(--wp--preset--spacing--80);padding-bottom:var(--wp--preset--spacing--80);min-height:75vh;aspect-ratio:unset;\"><img data-dominant-color=\"0e85c0\" data-has-transparency=\"false\" loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1440\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-26503 not-transparent\" alt=\"\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Werbung-mit-UVP-irrefuehrend-scaled.jpg\" style=\"--dominant-color: #0e85c0; object-position:47% 91%\" data-object-fit=\"cover\" data-object-position=\"47% 91%\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Werbung-mit-UVP-irrefuehrend-scaled.jpg 2560w, https:\/\/kpw.law\/wp-content\/uploads\/Werbung-mit-UVP-irrefuehrend-300x169.jpg 300w, https:\/\/kpw.law\/wp-content\/uploads\/Werbung-mit-UVP-irrefuehrend-1024x576.jpg 1024w, https:\/\/kpw.law\/wp-content\/uploads\/Werbung-mit-UVP-irrefuehrend-768x432.jpg 768w, https:\/\/kpw.law\/wp-content\/uploads\/Werbung-mit-UVP-irrefuehrend-1536x864.jpg 1536w, https:\/\/kpw.law\/wp-content\/uploads\/Werbung-mit-UVP-irrefuehrend-2048x1152.jpg 2048w\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-base-background-color has-background-dim-0 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:5em\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-1d4b5d69 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--80);padding-top:var(--wp--preset--spacing--60)\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-19e250f3 wp-block-group-is-layout-constrained\">\r\n<h1 id=\"multirow-headline-block_2c3a3222442fe82487431c67b6558828\" class=\"wp-block-visual4-multirow-headline\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-gigantic-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">never demanded<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:15%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">RRP is<\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-a3d62d0fe8a893fc21a9239086daa9ed\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\"><span class=\"v4-marker-highlight-background\">misleading.<\/span><\/p>\n\n<\/div> \r\n<\/h1>\n\n\n<div class=\"wp-block-group has-small-font-size is-nowrap is-layout-flex wp-container-core-group-is-layout-76c96157 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--20);margin-bottom:0;padding-top:0;padding-bottom:0;font-style:italic;font-weight:300;text-transform:uppercase\"><div style=\"font-style:italic;font-weight:300;text-transform:uppercase;\" class=\"wp-block-post-date has-small-font-size\"><time datetime=\"2025-03-28T15:18:38+02:00\">28. March 2025<\/time><\/div>\n\n\n<p>from<\/p>\n\n\n<div style=\"font-style:italic;font-weight:600;\" class=\"wp-block-post-author-name\">Helene Klassen-Rock<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-c93ec0be wp-block-group-is-layout-constrained\">\n<p><strong>Higher Regional Court of Stuttgart prohibits Lidl advertising with RRP.<\/strong>  Advertising with a non-binding price recommendation is not permitted if the recommendation was not determined on the basis of a serious calculation.<\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-unverbindliche-preisempfehlung\">Recommended retail price<\/h2>\n\n<p>In principle, it is permissible to refer to a manufacturer&#8217;s recommended retail price. However, the corresponding advertising must not suggest a price saving that does not actually exist. Otherwise &#8211; as in the case decided by the Higher Regional Court of Stuttgart &#8211; it is misleading.  <\/p>\n\n<p>Lidl advertised an exercise bike online with a discount of over 50 percent and compared its own price with the manufacturer&#8217;s recommended retail price. In fact, the recommended retail price or a similar price was never charged. A supplier affiliated with the manufacturer of the exercise bike had even undercut the price offered by Lidl. An action for injunctive relief brought by the Baden-W\u00fcrttemberg Consumer Advice Center was initially unsuccessful before the Heilbronn Regional Court.     <\/p>\n\r\n\r\n\r\n\r\n            <div id=\"content-cloner-block_ce87e9d522d49baa123ae3b84d07a3a8\" class=\"wp-block-visual4-content-cloner alignfull\">\r\n            \n<div class=\"wp-block-cover alignfull is-light v4-pattern-knowledge-how-to is-style-background-blend\" style=\"padding-top:var(--wp--preset--spacing--70);padding-bottom:var(--wp--preset--spacing--70)\"><span aria-hidden=\"true\" class=\"wp-block-cover__background has-kpw-yellow-background-color has-background-dim-100 has-background-dim\"><\/span><video class=\"wp-block-cover__video-background intrinsic-ignore\" autoplay muted loop playsinline src=\"https:\/\/kpw.law\/wp-content\/themes\/kpw-law\/assets\/samples\/monochrome-gradient-loop.mp4\" data-object-fit=\"cover\"><\/video><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div class=\"wp-block-columns alignwide is-layout-flex wp-container-core-columns-is-layout-cf05694f wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-container-core-group-is-layout-19e250f3 wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group alignfull is-nowrap is-layout-flex wp-container-core-group-is-layout-6c531013 wp-block-group-is-layout-flex\">\n<h2 class=\"wp-block-heading has-medium-font-size\" style=\"padding-top:0;padding-bottom:0;font-style:italic;font-weight:500;letter-spacing:10%\">Infobox<\/h2>\n<\/div>\n\n\n\r\n<div id=\"multirow-headline-block_3c6ff10b6fa045bba42ef42058bd355e\" class=\"wp-block-visual4-multirow-headline alignwide\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-huge-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">Was  <\/p>\n\n\n\n<p class=\"has-text-align-left has-x-large-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:8%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">ist <\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">die UVP?<\/p>\n\n<\/div> \r\n<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:var(--wp--preset--spacing--50);flex-basis:60%\">\n<p>Die unverbindliche Preisempfehlung (UVP) ist eine Preisangabe des Herstellers oder Gro\u00dfh\u00e4ndlers, die als Orientierung f\u00fcr den Endverkaufspreis eines Produktes dient. Sie ist rechtlich nicht bindend, d.h. der Handel ist nicht verpflichtet, sich an diesen Preis zu halten. <\/p>\n\n\n\n<p>Ziel der UVP ist es, dem Handel und den Verbrauchern eine Vorstellung vom empfohlenen Marktpreis zu vermitteln. H\u00e4ufig wird die UVP im Rahmen von Preisvergleichen oder Rabattaktionen verwendet, um die Ersparnis zu verdeutlichen. Aus wettbewerbsrechtlicher Sicht ist jedoch darauf zu achten, dass die UVP nicht irref\u00fchrend verwendet wird, insbesondere wenn sie veraltet oder realit\u00e4tsfern ist.<\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n        <\/div>\r\n    \r\n\n<h2 class=\"wp-block-heading\" id=\"h-werbung-mit-uvp-unzulassig\">Advertising with RRP inadmissible<\/h2>\n\n<p>Following an appeal by the consumer association, the <a href=\"https:\/\/www.verbraucherzentrale-bawue.de\/sites\/default\/files\/2025-03\/olg-stuttgart-vom-06.03.2025-2-u-142-23.pdf\">Higher Regional Court of Stuttgart upheld the claim in its ruling of March 6, 2025 &#8211; 2 U 142\/23<\/a> and prohibited the advertising with reference to the recommended retail price.<\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-blue-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60)\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\" style=\"padding-right:var(--wp--preset--spacing--70);padding-left:var(--wp--preset--spacing--70)\">\n<p>A permanent undercutting of the recommended retail price by the behavior attributable to the manufacturer is contrary to a serious calculation of the recommended retail price.<\/p>\n<\/blockquote>\n<\/div>\n\n<p>In this case, the Higher Regional Court of Stuttgart considered the product to be misleading because the average consumer would assume that the abbreviation UVP stands for &#8220;recommended retail price&#8221; from the manufacturer or the company under whose responsibility the product is manufactured or marketed. At the time of the reference, however, the recommended price could no longer be considered as the consumer price because the manufacturer or its affiliated company demanded a significantly lower price. The contradictory pricing behavior of the two companies devalued the (original) recommended retail price to such an extent that it no longer represented a market-driven orientation aid and only had the function of enabling the retailer to advertise attractive prices.    <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-fazit\">Conclusion<\/h2>\n\n<div class=\"wp-block-columns v4-pattern-text-copy-half-col is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><strong>Advertising with reference to RRP may be inadmissible. <\/strong>  This is particularly the case if the recommended price cannot be regarded as seriously calculated at the time of reference and therefore cannot be regarded as a recommended price. If the manufacturer or a company associated with it permanently underbids the recommended price, this is no longer considered a guide. A corresponding reference to this recommended price is then misleading and therefore inadmissible.    <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--80);margin-bottom:var(--wp--preset--spacing--80)\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide v4-pattern-cta-box has-secondary-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-a7c0d175 wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-right:0;padding-bottom:0\">\n<div class=\"wp-block-columns alignwide are-vertically-aligned-top v4-pattern-cta-box__columns is-layout-flex wp-container-core-columns-is-layout-ec2e7a44 wp-block-columns-is-layout-flex\" style=\"padding-top:0;padding-bottom:0\">\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column is-layout-flow wp-container-core-column-is-layout-bce6ca70 wp-block-column-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:0;flex-basis:60%\">\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-right is-layout-constrained wp-container-core-group-is-layout-5c12a1d1 wp-block-group-is-layout-constrained\">\r\n<div id=\"multirow-headline-block_3c6ff10b6fa045bba42ef42058bd355e\" class=\"wp-block-visual4-multirow-headline alignwide\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">We are happy to<\/p>\n\n\n\n<p class=\"has-text-align-left has-x-large-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:8%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">advise you on<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">Price advertising!<\/p>\n\n<\/div> \r\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-5c3c14bb wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30)\">\r\n\r\n<div class=\"wp-block-visual4-contact-modal__button\">\r\n            \r\n        <div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\r\n            \r\n\r\n<div class=\"wp-block-button v4-contact-modal-button is-style-fill\" style=\"font-style:normal;font-weight:600\" data-form-id=\"8\"><a class=\"wp-block-button__link has-contrast-color has-base-background-color has-text-color has-background has-link-color wp-element-button\">Contact form<\/a><\/div>\r\n\r\n        <\/div>\r\n        \r\n    <\/div>\n\n\n<div class=\"wp-block-buttons is-style-mobile-only is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-fc4fd283 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-arrow is-style-fill\"><a class=\"wp-block-button__link has-base-background-color has-background wp-element-button\" href=\"tel:4971141019030\" style=\"padding-right:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--50);font-style:normal;font-weight:600\">Call now!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column v4-pattern-cta-box__columns-column--image is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-full v4-pattern-cta-box__columns-column__image\"><img loading=\"lazy\" decoding=\"async\" width=\"906\" height=\"775\" sizes=\"auto, (max-width: 360px) 100vw, 360px\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Helene-Klassen-Rock-Rechtsanwaeltin.png\" alt=\"Helene Klassen-Rock, attorney-at-law, specialist lawyer for intellectual property law, competition law, trademark law, patent law, design law, know-how protection, copyright law, e-commerce\" class=\"wp-image-23372\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Helene-Klassen-Rock-Rechtsanwaeltin.png 906w, https:\/\/kpw.law\/wp-content\/uploads\/Helene-Klassen-Rock-Rechtsanwaeltin-300x257.png 300w, https:\/\/kpw.law\/wp-content\/uploads\/Helene-Klassen-Rock-Rechtsanwaeltin-768x657.png 768w\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Advertising with a non-binding price recommendation is not permitted if the recommendation was not determined on the basis of a serious calculation.<\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[4904,1],"tags":[5105,5514,5151,5511,5126,5129,5515,5512,5327,5052,5054,5073,5071,5513],"thema":[],"rechtsgebiet":[4987],"produkt":[5134,4981,4982],"class_list":["post-26811","post","type-post","status-publish","format-standard","hentry","category-general","category-unkategorisiert","tag-advertising","tag-christopeit-sport-en","tag-competition-law","tag-consumer-advice-center","tag-duty-to-inform","tag-e-commerce-en","tag-exercise-bike","tag-lidl-en","tag-misleading-en","tag-misleading","tag-misleading-advertising","tag-price-indication-ordinance","tag-price-quotation","tag-rrp","rechtsgebiet-competition-law","produkt-advice-on-competition-law","produkt-defense-against-warning-letter-under-competition-law","produkt-prosecution-of-infringement-of-competition-law"],"acf":[],"yoast_head":"<!-- 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