The furniture chain Ilva, owned by Lars Larsen, is under fire for allegedly misleading marketing practices. According to DetailWatch, Ilva has been promoting significant discounts on its website, which are not genuine when compared to the lowest prices in the past 30 days. Legal experts argue that Ilva's price advertising may violate the Marketing Practices Act's prohibition against consumer misrepresentation, even if it complies with the Danish Price Labelling Order and the EU Price Directive.
Photo: Dreamstime
Despite the criticism, Ilva denies any wrongdoing. The company maintains that its price indications align with legal requirements and contends that there is no issue with their marketing approach.
Jan Trzaskowski, a professor of law specializing in marketing and consumer law, suggests in an article in Wood Supply that Ilva's promotions may indeed be misleading, as the claimed savings may not be genuine. The ultimate judgment, however, lies with the courts.
Source: www.wood-supply.dk