An online ad showed a much lower price than what I was charged. Is this illegal in the EU?

What the Law Says

The EU’s Unfair Commercial Practices Directive (UCPD) sets strict rules on how prices must be presented to consumers. It bans misleading actions — including false or deceptive pricing — that could affect a consumer’s transactional decision.

Under the UCPD, an advertisement showing a lower price than the one actually charged may constitute a 'misleading action' if it causes or is likely to cause the average consumer to take a transactional decision they would not have taken otherwise.

The directive requires that any price quoted must be the final price payable, including all taxes and unavoidable costs — unless clearly stated otherwise. Trailing discounts (e.g., 'was €99, now €49') must reflect a genuine prior selling price.

Member States must ensure effective, proportionate, and dissuasive penalties for breaches — including fines, injunctions, and corrective advertising.

Statutory Text

A commercial practice is misleading if it contains false information and is therefore untruthful or in any way deceives or is likely to deceive the average consumer.

— Directive 2005/29/EC, Art. 6(1)(a)

Statutory Text

The price shown must include all applicable taxes and other unavoidable and pre-determined charges.

— Directive 98/6/EC, Art. 2(1) — Price Indication Directive

What Courts Have Said

EU courts and national tribunals have consistently held that inconsistent or unexplained price displays violate consumer rights and distort fair competition.

What to Do

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