{"id":28993,"date":"2025-10-27T10:00:00","date_gmt":"2025-10-27T08:00:00","guid":{"rendered":"https:\/\/kpw.law\/?p=28993"},"modified":"2026-04-03T05:33:13","modified_gmt":"2026-04-03T03:33:13","slug":"discount-tricks-in-the-crosshairs","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/discount-tricks-in-the-crosshairs\/","title":{"rendered":"Discount tricks in the crosshairs"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull v4-pattern-hero v4-pattern-hero--post is-style-background-blend is-style-arrow has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-cover alignfull is-light 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=\"ad865f\" data-has-transparency=\"false\" style=\"--dominant-color: #ad865f;\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-29096 size-large not-transparent\" alt=\" im Visier, Preisangaben, Discounter, Wettbewerbsrecht, E-Commerce, Rechtsanwalt\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Rabatt-Tricks-im-Visier-1024x576.jpg\" data-object-fit=\"cover\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Rabatt-Tricks-im-Visier-1024x576.jpg 1024w, https:\/\/kpw.law\/wp-content\/uploads\/Rabatt-Tricks-im-Visier-300x169.jpg 300w, https:\/\/kpw.law\/wp-content\/uploads\/Rabatt-Tricks-im-Visier-768x432.jpg 768w, https:\/\/kpw.law\/wp-content\/uploads\/Rabatt-Tricks-im-Visier-1536x864.jpg 1536w, https:\/\/kpw.law\/wp-content\/uploads\/Rabatt-Tricks-im-Visier-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_e2bfaa23f30612c35702bd141b7296a9\" 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\"><span class=\"v4-marker-highlight-background\">Discount tricks<\/span><\/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\">in the<\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-2d3236ef337a3f497d8c8fb7b88300b1\" 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\">crosshairs<\/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=\"2025-10-27T10:00:00+02:00\">27. October 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\">Daniel Loncar<\/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>Federal Court of Justice clarifies requirements for price information in discount advertising:<\/strong> The indication of the lowest price of the last 30 days may not be overlaid by other information on the price.<\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-preisermassigung-im-prospekt-irrefuhrend\">Price reduction in brochure misleading<\/h2>\n\n<p>With  <a href=\"https:\/\/juris.bundesgerichtshof.de\/cgi-bin\/rechtsprechung\/document.py?Gericht=bgh&amp;Art=en&amp;nr=143157&amp;pos=0&amp;anz=1\">Judgment of 09.10.2025, Ref. Federal Court of Justice I ZR 183\/24 <\/a> the Federal Court of Justice confirmed in the last instance that the mere indication of a 30-day best price in a footnote does not meet the requirements of the <a href=\"https:\/\/kpw.law\/topics\/preisangabenverordnung-pangv\/\">Price Indication Ordinance<\/a> and is to be regarded as <a href=\"https:\/\/kpw.law\/rechtsgebiet\/wettbewerbsrecht\/\">anti-competitive<\/a> if it is superimposed by a reference to other price information. This was preceded by a dispute between a food discounter and the Wettbewerbszentrale. The Wettbewerbszentrale had taken action against the discounter on the basis of an advertising brochure.  <\/p>\n\n<p>Specifically, the discounter advertised a coffee product in the brochure at a purchase price of 4.44 euros. Next to it was another, smaller price of 6.99 euros and the indication of a price reduction of &#8211; 36%. Behind the 6.99 EUro was a footnote. The corresponding footnote at the bottom of the page stated: &#8220;Previous 30-day best price, except:&#8221;, followed by a list of several products, including the coffee product with a price of 4.44 euros. In the previous week, the discounter had offered the coffee product at a price of 6.99 euros. Two weeks earlier, it was offered at a price of 4.44 euros. The Wettbewerbszentrale objected to the advertising as anti-competitive and took action against the discounter. With success:       <\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-red-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>When announcing a price reduction for a product, the party obliged to indicate a total price must state the lowest total price that they have applied to the advertised product within the last 30 days prior to applying the price reduction in a manner that is clear, unambiguous, and comprehensible to the consumer concerned.<\/p>\n<\/blockquote>\n<\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-vergleichspreis-muss-unmissverstandlich-klar-erkennbar-und-gut-lesbar-wahrnehmbar-sein\">Comparison price must be unambiguous, clearly recognizable and clearly legible<\/h2>\n\n<p>The Federal Court of Justice agreed with the decisions of the previous instances and deemed the advertising to be misleading. According to the Price Indication Ordinance, when advertising a price reduction, the lowest total price charged within the last 30 days prior to the application of the price reduction must be indicated as the comparative price. According to the Federal Court of Justice, the presentation in the discounter&#8217;s brochure did not meet these requirements for an unambiguous, clearly recognizable and legible manner of the comparative price.  <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-gesamtschau-massgeblich\">Overall view decisive<\/h2>\n\n<p>In its decision, the Federal Court of Justice worked out that it is not sufficient to state the lowest total price of the last 30 days in any way to avoid an infringement. The court left open the question of whether the statement &#8220;- 36 %&#8221; should already be regarded as anti-competitive if it merely refers to the reference price of the previous week. The Federal Court of Justice referred to the findings of the court of appeal and considered the <a href=\"https:\/\/kpw.law\/en\/industries\/advertising\/\">advertising<\/a> at issue to be misleading on the basis of an overall assessment. The Court of Appeal found it problematic that four pieces of price information were displayed in the disputed advertisement: Price advantage, previous week&#8217;s price, current price and 30-day lowest price in the footnote. In the view of the Court of Appeal, this caused more confusion than benefit:    <\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-red-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>This multitude of information, which is combined in the advertising, is more confusing for the average consumer than creating clarity with regard to the price advantage and the reference price: Rather, by stating the strike price and the resulting percentage discount amount, there is a distraction from the [&#8230;] relevant reference price<\/p>\n<\/blockquote>\n<\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-bezug-zum-niedrigsten-preis-der-letzten-30-tage-massgeblich\">Reference to the lowest price of the last 30 days relevant<\/h2>\n\n<p>The price comparison therefore referred not only to the price previously charged, but also to a strikingly highlighted percentage price advantage. This referred to the price of the previous week and not to the lowest price of the last 30 days. However, the latter is the relevant price for consumers according to the statutory regulations. The reduction is therefore shown twice in a conspicuous manner in relation to the last price charged. The lowest price of the last 30 days, on the other hand, was only mentioned once and less clearly. From the Federal Court of Justice&#8217;s point of view, the defendant&#8217;s advertising brochure therefore did not meet the requirements for an unambiguous, clearly recognizable and legible manner of the comparative price and was to be regarded as misleading.     <\/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>With this ruling, the Federal Court of Justice supports consumer-friendly price advertising and puts a stop to discount tricks. The fact that prices are only raised for a short time before a price reduction and then reference is made to this increased price in order to create the impression of a higher price reduction and a particularly low-priced offer is not acceptable as a permissible practice in price advertising. The ruling makes it clear that companies are well advised to seek legal advice in good time when designing planned discount campaigns in order to avoid competition law risks and cease and <a href=\"https:\/\/kpw.law\/dienstleistung\/abwehr-abmahnung-wettbewerbsrecht\/\">desist letters<\/a>.  <\/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_6efd9b1632a67eb79ecef0b602cd3d5f\" 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 about<\/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\">Competition law!<\/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=\"932\" height=\"775\" sizes=\"auto, (max-width: 360px) 100vw, 360px\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Daniel-Loncar-Rechtsanwalt.png\" alt=\"Daniel Loncar Attorney, competition law, trademark law, patent law, design law, know-how protection, copyright law, e-commerce\" class=\"wp-image-23371\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Daniel-Loncar-Rechtsanwalt.png 932w, https:\/\/kpw.law\/wp-content\/uploads\/Daniel-Loncar-Rechtsanwalt-300x249.png 300w, https:\/\/kpw.law\/wp-content\/uploads\/Daniel-Loncar-Rechtsanwalt-768x639.png 768w\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>What price may companies refer to if they want to advertise with price reductions without risking cease and desist letters?<\/p>\n","protected":false},"author":22,"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],"tags":[5105,5309,5054,5073,5832],"thema":[5833,5016],"rechtsgebiet":[4987],"produkt":[4913,5007,4912,4982],"class_list":["post-28993","post","type-post","status-publish","format-standard","hentry","category-general","tag-advertising","tag-discount","tag-misleading-advertising","tag-price-indication-ordinance","tag-price-reduction","thema-discount","thema-price-details","rechtsgebiet-competition-law","produkt-advertising-advice","produkt-e-commerce-consulting","produkt-online-advertising-consulting","produkt-prosecution-of-infringement-of-competition-law"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ 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