Price display and comparison guide: how to avoid hassles with the ACM

Showing fair prices is not only neat, it's mandatory. Consumers should be able to trust what they see, and of course you don't want any hassle with fines or warnings. That's why the Authority Consumer & Market (ACM) has created the 'Guidelines for displaying and comparing prices'.

The essence is simple: discount is only discount if it really is discount. So no tricks with inflated prices or endless offers.

The ACM's 5 rules of thumb in a row:

1. Cross out prices? Only if it is the lowest price of the past 30 days.
2. No fake discounts - the product must really have sold for that higher price.
3. Don't increase first, then decrease - that's deception.
4. Be clear - show terms and prices right away, without fine print.
5. No perpetual offers - a promotion must be temporary.

Why this is important

By being honest about your prices, you build trust with your customers. And that trust is worth its weight in gold. Moreover, you play by the rules and avoid the ACM on your doorstep.

Tip: Check your pricing policy regularly. Can you show what the lowest price was in the past 30 days? Then you are in good shape.