Illustrated guide with ten points that businesses should be aware of in the advertising of offers, discounts and price reductions issued by BSE with practical information on what is allowed in a commercial communication and what is illegal.

The Athenian-Macedonian News Agency today presents the “Dekalogo”, which is to be officially announced the day after tomorrow Tuesday at an event organized by the Association in collaboration with the Ministry of Development, the Athens Chamber of Commerce and Industry (EBEA) and the Athens Chamber of Commerce (ESA ). The event takes place in the run-up to Black Friday and the Cyber ​​Monday that follows, so sales and promotion marketing messages proliferate.

The Guide answers, among other things, the questions:

*How should a marketing campaign or price reduction campaign be planned?

*What is the “correct” price?

*What should be written on the “label” on the product or on the shelf?

*Are “duration” discounts allowed?

*Do businesses give the right information to consumers, so that they are led to profitable, for themselves, purchases?

For example, it is pointed out that the claim ‘up to’ may be considered misleading if it does not correspond to the actual terms of the offer while statements such as ‘discount calculated at checkout’ or ‘discount included in price’ are not allowed.

The aim is on the one hand to make it easier for businesses to apply the legislation correctly and on the other hand to protect the interests of consumers. “Confidence between consumers and the market is based on correct and timely information. Businesses must comply with the obligations set by the regulatory framework, while for their part, it is important for consumers to know their rights and how to protect them, whether they choose a physical or digital store for their purchases,” points out SEV .

It is noted that SEV, in collaboration with the Ministry of Development, issued an Illustrated Guide in May 2023 for the correct communication of price reduction announcements and a 2nd edition in September with more useful information for businesses (the September edition.

See the guide

Ten BSE points of care for proper discounts and conscious choices:

1. Is all information about price reductions correctly included?

The initial and final price must be clearly stated. “Initial” price, is the lowest price of the last 30 days.

2. Does the offer/discount correspond to reality?

The suggested retail price may not be used as a reference price to calculate the discount.

3. Is the offer/discount presented simply and comprehensibly?

It is forbidden to provide important additional information in small font and in a way that is not clear or obvious.

4. Are the benefits for the consumer clearly stated?

Statements such as “discount calculated at checkout” or “discount included in price” are not allowed.

5. Is the word “free” used correctly?

In addition to postage, phone call costs, text message sending costs or delivery or handling costs, the consumer may not bear any other costs, such as packaging costs.

6. Does the consumer advantage appear greater than it really is?

Any limitations or conditions for the activation of the discount must be expressly stated.

7. Are there any hidden charges?

The consumer must be informed of all mandatory or additional charges and fees, even approximate ones.

8. Are there misleading claims?

An “up to” claim may be considered misleading if it does not meet the actual terms of the offer.

9. Are there “bait” ads?

The consumer must not be misled into buying a product advertised at a very low price when in fact it is not reasonably in stock.

10. Is the consumer driven to make an immediate purchase decision?

False statements that a product will be available for a very short time are not permitted.