A GVH has started a competition probe into Lidl Hungary due to concerns that the company's assertion of being the 'champion of low prices' may have misled consumers.

The authority noted that market dominance claims serve as crucial indicators for consumers and can only be made if supported by objective data at the time of advertising.

The GVH's online Price Monitor system aims to provide consumers with objective price comparisons to aid their decisions, and misuse of this data in commercial communication campaigns is closely monitored.

The investigation does not imply guilt but seeks to clarify the facts and prove any alleged violations, with a maximum initial duration of three months.