26 March 2026 10:33 UTC · European Commission · EU Commission Press Release · Source · Email X Link

European Commission reports one in three traders misdisplay discounts

Key points

30% of traders referenced discounts incorrectly
Authorities identified add-ons, misleading comparisons, pressure-selling, and drip pricing

TL;DR

European Commission and national consumer authorities screened 314 online traders during Black Friday and Cyber Monday sales across 23 EU Member States, Iceland and Norway.
Authorities found 30% of traders referenced discounts incorrectly and identified other practices: 36% added optional items (40% without clear consent), 34% displayed price comparisons (60% without clear reference), 18% used pressure-selling (over half misleading), and 10% used drip pricing.
National consumer authorities may take enforcement action against businesses following the sweep.

Original text

European Commission - Press release Investigation by the Commission and consumer authorities find that one in three traders incorrectly display discounts online during Black Friday and Cyber Monday Brussels, 26 March 2026 Today, the European Commission and consumer protection authorities from 23 Member States as well as Iceland and Norway, released the results of a screening (‘sweep') of online discounts during Black Friday and Cyber Monday sales. ‘ Sweeps' are coordinated by the European Commission and carried out simultaneously by national enforcement authorities. The objective of this sweep was to assess whether discounts and pricing practices during major sales events, such as Black Friday and Cyber Monday, were compliant with EU consumer law. Consumer protection authorities checked 314 online traders and found that 30% referenced discounts incorrectly during such sales. Under the Price Indications Directive , when a business announces a discount, the price of reference must be the lowest price applied in the past 30 days. Authorities also assessed other sales tactics that may influence consumers' purchasing decisions. Out of the traders screened: 36% attempted to add optional items to consumers' baskets. Of those, four in ten did so without clearly requesting consent ; 34% displayed price comparisons. 6 in 10 of those did not clearly explain the reference for their price comparison . 18% used pressure-selling techniques, such as claiming a product is running out or using countdown timers. The CPC identified that more than half of these cases were misleading . A pressure-selling technique can be considered misleading, for example, when its claim of scarcity is fake. 10% used “drip pricing ”, where extra fees or added late in the purchasing process, such as shipping or service fees. Adding items without the consumer's consent, displaying prices in a misleading way, claiming falsely that a product is running out, or hiding extra fees until the end of the process are illegal practices under EU consumer law. Following the sweep, national consumer authorities may take action against the businesses concerned. Background The Consumer Protection Cooperation (CPC) is a network of national authorities responsible for the enforcement of EU consumer protection laws. Under the coordination of the European Commission, they collaborate to tackle infringements of consumer law occurring in the Single Market. Traders' obligations with regards to price reductions are laid down in the Price Indication Directive . The promotion of prices are also regulated by the Unfair Commercial Practices Directive . The following EU Member States participated in the sweep: Austria, Belgium, Bulgaria, Croatia, Cyprus, Czechia, Denmark, Estonia, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Portugal, Romania, Slovenia, Spain and Sweden. Iceland and Norway also took part to the sweep. For more information Previous sweeps Consumer Protection Cooperation Network Consumer Rights Directive Unfair Commercial Practices Directive Sale of Goods Directive Sustainable Consumption IP/26/734 Quote(s): "Black Friday and Cyber Monday offer great opportunities for both businesses and consumers. However, a great bargain is no excuse to cheat the rules. Consumers expect a fair treatment, whether they are shopping online or offline. Our sweep should act as a reminder: Businesses that treat their customers fairly always benefit." Henna Virkkunen, Executive Vice-President for Tech Sovereignty, Security and Democracy - 26/03/2026 "Trust is essential for both consumers and businesses. Misleading discounts and false ‘promotions’ undermine that trust. EU consumer protection rules strike a careful balance, ensuring a fair market that serves the interests of both businesses and consumers. This sweep gives us a comprehensive view of the market, helping us identify where further action is needed to keep it fair, transparent, and competitive." Michael McGrath, Commissioner for Democracy, Justice, the Rule of Law and Consumer Protection - 26/03/2026 Press contacts: Markus LAMMERT (+32 2 29 67533) Antoine LOMBA (+32 2 29 93233) General public inquiries: Europe Direct by phone 00 800 67 89 10 11 or by email

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