The ACM has noticed that some businesses are misleading consumers by offering products online with fake discounts, where it appears that consumers are getting a discount when they are not. To address this issue, the ACM is reminding retailers of the rules to ensure genuine promotional deals.

Many retailers use 'was/now' promotional deals to highlight the discount consumers are receiving. However, in many cases, different prices are compared, creating the illusion of a discount. Retailers can only use 'was/now' prices if the crossed-out price was actually charged in the past 30 days.

Edwin van Houten, Director of ACM's Consumer Department, emphasizes the importance of retailers offering genuine discounts during high-demand periods like Black Friday and the holidays. He stresses that a discount is only valid if it is a real reduction in price.

Retailers often present products with discounts to attract consumers, as price plays a significant role in purchasing decisions. However, if discounts are misleading, consumers may make purchases they wouldn't have otherwise. It is crucial for retailers to ensure that discounts are genuine to maintain consumer trust.

The ACM enforces compliance with rules on 'was/now' prices and the Dutch Unfair Commercial Practices Act. Violations can result in fines of up to 900,000 euros per offense.

Consumers find it challenging to differentiate between genuine and fake discounts. To identify fake discounts, consumers can compare prices with other online stores selling the same product and track price histories. ACM will host an informational meeting for retailers to educate them on presenting prices and discounts accurately.