A recent survey in 33 Swedish municipalities revealed that over half of the stores assessed failed to comply with the Price Information Act during Black Week this year. This law, updated in September 2022, requires retailers to show the lowest price of items within the past 30 days to prevent misleading discount claims. Shops that do not follow these rules risk fines from the Swedish Consumer Agency.
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The City of Gothenburg's consumer advisory service led the survey, which included 433 stores from across Sweden, from Storuman to Malmö. This survey found that 56% of stores reported incorrect price information. Gabriel Södersten, a consumer adviser for Gothenburg, expressed disappointment over the continued widespread non-compliance, despite the law being in effect for two years. He stressed the importance of accurate and transparent pricing for consumers and fair competition among businesses.
Södersten noted that the reasons for violations might include lack of knowledge or deliberate attempts to mislead consumers. Dagens Handel compiled a list of businesses most frequently cited for inadequate price information. Notably, Dressmann, Åhléns, and Elon were among the top offenders, with Dressmann receiving 11 remarks. Other companies like Lekia, Rusta, and Life also featured prominently.
The survey aimed to highlight instances where price information was clearly misleading, excluding cases where determining accuracy was difficult. About 80 stores were noted for violations, underscoring the ongoing challenges in enforcing fair pricing practices.
Source: www.dagenshandel.se