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sec_2_8_2__para__2

COMMISSION NOTICE – Guidance on the interpretation and application of Directive 2005/29/EC of the European Parliament and of the Council concerning unfair business-to-consumer commercial practices in the internal market · European Union

In particular, the UCPD continues to apply to promotional practices of comparing the price with the prices charged by other traders or with other reference prices, such as so-called manufacturer’s ‘recommended retail prices’. Traders concerned must pay particular attention to clearly inform the consumer that the indicated reference price is a comparison and not the reduction of the price charged by that trader previously. Such explanation must be immediately and readily indicated together with the reference price. This is especially relevant when using such techniques as crossed-out reference price that consumers are likely to perceive as a reduction of the price charged by that same trader previously. It is for the Member States’ authorities to assess on a case-by-case basis whether such practices are not misleading and are in compliance with the UCPD.

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Source: EUR-Lex (Cellar) · retrieved 2026-09-25 · Text as adopted (Official Journal); later amendments are not incorporated in this text.