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Discounts cannot be misleading

This information is provided by

Netherlands Enterprise Agency, RVO

Effective date: 1 January 2023

What has changed?

Do you work in retail? And do you offer discounts? The initial amount you are giving the discount on (‘from’ amount) must be the lowest price you have used in the 30 days before the discount takes effect.

Sometimes sellers increase a product’s price, to lower it shortly after. They then present this as a significant reduction in price. The government now imposes rules to end these practices. Their aim is to prevent consumers being misled.

The new rule specifies that the original price on which you give a discount (the price ‘from’), must be the lowest price that you offered the product for in the last 30 days.

There are 3 exemptions:

  • progressive lowering of a price (promotions with a continuously increasing discount)
  • products that have not yet been on the market for 30 days (introduction discount)
  • perishables (products with a ‘Use by’ date)

For whom?

  • entrepreneurs offering products with a discount


The ‘Decree on price indication’ will enter into effect on 1 January 2023. This decree is a result of the Implementing act on the directive for modernising of consumer protection.

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This information is provided by

Netherlands Enterprise Agency, RVO
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