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    What does the lowest price in the last 30 days mean on a sale in Finland?

    How the EU rule on price reductions protects shoppers.

    Answered at: Checked at:

    Short answer

    Under rules based on the EU Omnibus Directive, a shop that announces a price reduction on goods must show the lowest price it charged during the 30 days before the reduction. KKV explains that if the price was already lowered during those 30 days, the lowered price is the one to show as the lowest. This means a discount is measured against a real recent price, not an inflated one.

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    Why

    1. KKV explains the duty to show the lowest price in the previous 30 days.
    2. The rule comes from the EU Omnibus Directive 2019/2161.
    3. Verkkouutiset reported that the authority intervened in misleading shop pricing.

    Details

    The rule applies to goods. If you think a discount is misleading, you can report it to the Consumer Ombudsman.

    Tip

    Look for the small "lowest price in 30 days" text near the sale price on Black Friday and in seasonal sales.

    What may differ

    Some situations, such as perishable food, have special rules.

    Common misconception

    A shop can compare its sale price with any old price it likes.

    What actually happens

    The reference must be the lowest price in the previous 30 days.

    People also ask

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    • How long can you cancel an online purchase in Finland?
    • Do shop prices include VAT in Finland?

    Sources

    This answer is for reference only. Consumer rules can change and cases differ, so check KKV or the Consumer Advisory Services.

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