{"id":32574,"date":"2026-04-22T09:00:00","date_gmt":"2026-04-22T07:00:00","guid":{"rendered":"https:\/\/kpw.law\/?p=32574"},"modified":"2026-04-22T10:23:42","modified_gmt":"2026-04-22T08:23:42","slug":"strike-price-as-a-stumbling-block","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/strike-price-as-a-stumbling-block\/","title":{"rendered":"Bargain prices as a pitfall."},"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 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=\"b65825\" data-has-transparency=\"false\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"585\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-32572 size-large not-transparent\" alt=\"Streichpreis als Stolperfalle, Werbung, Preisangabe, Wettbewerbsrecht, Rechtsanwalt\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Streichpreis-als-Stolperfalle-1024x585.jpg\" style=\"--dominant-color: #b65825; object-position:50% 91%\" data-object-fit=\"cover\" data-object-position=\"50% 91%\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Streichpreis-als-Stolperfalle-1024x585.jpg 1024w, https:\/\/kpw.law\/wp-content\/uploads\/Streichpreis-als-Stolperfalle-300x171.jpg 300w, https:\/\/kpw.law\/wp-content\/uploads\/Streichpreis-als-Stolperfalle-768x439.jpg 768w, https:\/\/kpw.law\/wp-content\/uploads\/Streichpreis-als-Stolperfalle-1536x878.jpg 1536w, https:\/\/kpw.law\/wp-content\/uploads\/Streichpreis-als-Stolperfalle-2048x1170.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_7a187e91693dea3c3799356a6fdf56b0\" 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\">Bargain price <\/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\">as a<\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-be4fb7c9f1702e69c9649502c4e9587d\" 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\">pitfall.<\/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=\"2026-04-22T09:00:00+02:00\">22. April 2026<\/time><\/div>\n\n\n<p>of<\/p>\n\n\n<div style=\"font-style:italic;font-weight:600;\" class=\"wp-block-post-author-name\">Clemens Pfitzer<\/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>When does a permitted RRP\/MSRP comparison become inadmissible price reduction advertising? Is the word &#8220;UVP&#8221; in small print sufficient to remove the overall impression of a price reduction? And what are the consequences for retailers who mix real discounts and RRP\/MSRP comparisons on a single brochure page?  <\/strong><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-was-war-passiert\">What had happened?<\/h2>\n\n<p>A discount grocery store published an advertising brochure for the week of November 11 to 16, 2024. The headline on page 10 read &#8220;YOUR TRADEMARKS EVEN BETTER&#8221;, next to which was a red box with the inscription &#8220;SAVE UP TO -48%&#8221;. Six branded items were shown there with uniformly designed price tiles: the large offer price in the middle, a red percentage sticker at the top and a crossed-out amount at the bottom right.  <\/p>\n\n<p>For Red Bull Energy Drink, the tile showed a price of \u20ac0.99, a red sticker with &#8220;-23%&#8221; and &#8220;UVP 1.29&#8221; in small letters underneath. UVP (in English typically either RRP or MSRP) stands for &#8220;recommended retail price&#8221; of the manufacturer, i.e. the price that Red Bull recommends to retailers. The discounter had never charged this price itself. For three other items on the same page, however, the strike price was actually the discounter&#8217;s own former price.   <\/p>\n\n<p>A consumer protection association issued a cease and desist letter to the discounter for a breach of competition law. However, the discounter refused to issue the required cease-and-desist declaration. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-warum-ist-das-uberhaupt-ein-problem\">Why is this a problem at all?<\/h2>\n\n<p>Under German and European law, anyone advertising a price reduction must state the starting point of the comparison. Specifically, the law stipulates that retailers must state the lowest price they themselves have charged for this product in the last 30 days when offering a price reduction. This is to prevent retailers from inventing an artificially high starting price in order to be able to show an impressive saving.  <\/p>\n\n<p>A comparison with the manufacturer&#8217;s recommended retail price is generally excluded. Anyone who says &#8220;Our price: \u20ac0.99, RRP: \u20ac1.29&#8221; is comparing their price with the manufacturer&#8217;s suggestion and not with their own previous price. This is permitted as long as the RRP is correct and the reference to it is clearly recognizable.  <\/p>\n\n<p>The problem in this case was the design: did the advertising look like a &#8220;real&#8221; price reduction to a normal consumer, although in reality there was only an RRP comparison?<\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-yellow-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><em>In the present case, it is not a mere reference to the manufacturer&#8217;s recommended retail price, but the price indication is presented to the average consumer as a price reduction due to the nature of the advertising design.<\/em><\/p>\n<\/blockquote>\n<\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-gericht-beanstandet-die-werbung\">Court objects to the advertising  <\/h2>\n\n<p>The D\u00fcsseldorf Higher Regional Court ruled that advertising with  <a href=\"https:\/\/nrwe.justiz.nrw.de\/olgs\/duesseldorf\/j2025\/20_U_43_25_Urteil_20251218.html\">Judgment of 18.12.2025 &#8211; Ref. 20 U 43\/25 <\/a> judged the advertising to be anti-competitive. The judges not only looked at the individual price tile for the energy drink, but at the entire brochure page. Five points played a role here. <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-der-durchgestrichene-preis\">The crossed-out price<\/h3>\n\n<p>For most people, a crossed-out price is a clear sign that this item used to be more expensive and is now cheaper. The small word &#8220;RRP&#8221; in the bottom corner of the tile was barely noticeable when quickly scrolling through, as it was very inconspicuous compared to the large, red price information. <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-gleiche-kacheln-fur-verschiedene-arten-von-rabatten\">Same tiles for different types of borders<\/h3>\n\n<p>While three items were advertised on the same page with a real price reduction from the discounter, the energy drink was only advertised using an RRP comparison. However, all the tiles looked identical. Anyone who skimmed the page could not recognize the difference.  <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-der-rote-prozentsticker\">The red percentage sticker<\/h3>\n\n<p>The red &#8220;-23%&#8221; sticker is familiar from advertising for price reductions. It tells the same story as a strike price: the product has become cheaper. This time, however, the consumer could not see that the percentage referred to the manufacturer&#8217;s price.  <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-die-uberschrift-und-der-slogan\">The headline and the slogan<\/h3>\n\n<p>The wording &#8220;YOUR TRADEMARKS EVEN CHEAPER&#8221; means that the products are cheaper than before at this retailer. This wording raises the expectation that the retailer itself is carrying out a price reduction campaign and not that a comparison is being made with a manufacturer&#8217;s price. <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-die-zeitlich-begrenzte-aktionswoche\">The limited-time campaign week<\/h3>\n\n<p>Another typical feature of price reduction advertising is weekly promotions with a specific validity period. This reinforces the impression that the retailer has temporarily lowered its prices itself. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-discounter-alle-machen-das-so\">Discounters: &#8220;Everyone does it this way&#8221;<\/h2>\n\n<p>The discounter presented the court with brochures from other supermarket chains and discounters. These also advertise with crossed-out EIAs, percentage stickers and uniform tiles. This is common practice throughout the industry and does not lead to confusion among consumers.  <\/p>\n\n<p>The court was not convinced by this. A practice does not become lawful just because many people use it. On the contrary: precisely because almost all retailers advertise in this way, the consumer cannot tell when browsing whether a specific strike price is an earlier own price or a manufacturer&#8217;s price.  <\/p>\n\n<p>The consumer protection association is also taking action against other retailers with comparable advertising.<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-der-gunstigste-preis-der-letzten-30-tage-fehlte\">The lowest price of the last 30 days was missing<\/h2>\n\n<p>As the advertisement appeared to be an announcement of a price reduction, the discounter should have stated the lowest price it had charged for the energy drink in the last 30 days. However, this information was missing. The statement &#8220;RRP 1.29&#8221; referred to the manufacturer&#8217;s price and not to its own previous price.  <\/p>\n\n<p>Even if the discounter had also happened to offer the energy drink for \u20ac1.29 for the last 30 days, the problem would not have been solved. This is because the indication &#8220;RRP \u20ac1.29&#8221; does not clearly tell the consumer that this is the retailer&#8217;s own previous price. However, clarity is a legal obligation.  <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-bedeutung-fur-die-praxis\">Significance for practice<\/h2>\n\n<p>Anyone who advertises with a percentage sticker and a strike price in a brochure or online must clearly and legibly state their own lowest price of the last 30 days as such, provided that the advertisement as a whole appears to be an announcement of a price reduction.<\/p>\n\n<p>The reference &#8220;RRP&#8221; alone is not sufficient if it is printed so small that it is overlooked when browsing and if items with genuine own-price discounts are offered on the same page.<\/p>\n\n<p>If you only want to compare the price with the manufacturer&#8217;s recommended retail price, you should clearly differentiate this visually from a price reduction advertisement, for example by not using strike prices and red percentage stickers.<\/p>\n\n<h2 class=\"wp-block-heading\">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>Anyone who designs price reduction advertising must adhere to its rules. This also applies if a strike price is officially marked as an RRP\/MSRP. The decisive factor is how the advertising appears to a normal consumer who quickly leafs through the brochure and does not analyze every detail.  <\/p>\n\n\n\n<p>Because many food retailers advertise according to the same pattern, the court has allowed an appeal. The Federal Court of Justice is expected to make a fundamental ruling on the issue. Until then, it is worth taking a critical look at your own advertising material.  <\/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_880682f0e784b8f0f59b87057c79da4a\" 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=\"&lt;!--[CDATA[tel:4971141019030]]--&gt;\" 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 decoding=\"async\" src=\"https:\/\/kpw.law\/wp-content\/themes\/kpw-law\/assets\/samples\/person-cropped.png\" alt=\"\" class=\"wp-image-23155\"\/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Red percentage sticker, crossed-out price, small &#8220;RRP&#8221;. Is such a design of an advertisement of a discounter anti-competitive?  <\/p>\n","protected":false},"author":2,"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":[5511,6365,6136,6364,5513,5610],"thema":[5307,5860],"rechtsgebiet":[4987,5013],"produkt":[],"class_list":["post-32574","post","type-post","status-publish","format-standard","hentry","category-general","tag-consumer-advice-center","tag-discounter","tag-price-advertising","tag-price-reduction-2","tag-rrp","tag-strike-price","thema-advertising","thema-price-indication-ordinance-pangv","rechtsgebiet-competition-law","rechtsgebiet-e-commerce-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Strike price as a stumbling block in advertising<\/title>\n<meta name=\"description\" content=\"Red percentage sticker, crossed-out price, small &quot;RRP&quot;. 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