Are "fake" discounts legal?
No: misleading ("fake") discounts are banned. Every price reduction must show as the "prior price" the lowest price of the last 30 days before the reduction (10 days if the product has been on the market <30 days) — the Omnibus rule (Law 4933/2022, Directive 2019/2161). Both the old (struck-through) and new price must be shown. The fixed sale periods (Law 4177/2013) are: winter from the 2nd Monday of January to end of February; summer from the 2nd Monday of July to end of August. Discounts are allowed outside these too, as long as the 30-day rule is met. In short: no inflated "discounts".
📋 The rules
- Discount: show the lowest 30-day price
- Show both old (struck-through) and new price
- Fixed periods: winter Jan–Feb, summer Jul–Aug
- Discounts outside periods too, with the 30-day rule
- Enforcement/sanctions: DIMEA
🔓 Exceptions
- Product <30 days on market: a 10-day window
- Staggered discounts: without resetting the reference price
- Clearance/liquidation sales: regulated separately
⚠️ Penalties & fines
The sanctions are heavy: breach of sales rules 1% of turnover (minimum €10,000); misleading discounts 2% of turnover (minimum €20,000); misleading commercial practices (Law 2251/1994) up to €1,000,000. Enforcement is by DIMEA. Beware a myth: the "May and November intermediate sales" were abolished (Law 4965/2022) — pages listing them are stale. To stay compliant as a shop: show the lowest 30-day price as the reference, display old and new prices, and don't present an artificially inflated "original" price to make the discount look bigger.
📎 Official sources
- Law 4933/2022 — 30-day rule (Omnibus) →
- Law 4177/2013 (Art. 15) — sales →
- DIMEA — Market Control Unit →
❓ Frequently asked
Must a discount show the old price?
Yes. On any price reduction, the trader must show as the prior price the lowest price at which the product was sold in the 30 days before the discount. Both the old (struck-through) and the new price must be displayed.
When are the fixed sale periods?
There are two fixed sale periods: winter, from the second Monday of January to the end of February, and summer, from the second Monday of July to the end of August. Discounts are also allowed outside these, under the 30-day rule.
Do the May and November intermediate sales still apply?
No. The intermediate sales of May and November were abolished by Law 4965/2022. Pages listing them are outdated. There are now the two fixed periods, while discounts can be run at other times too under the 30-day rule.
What's the fine for fake discounts?
Breaching the sales rules is fined 1% of annual turnover, with a minimum of €10,000. Misleading discounts are fined 2% of turnover, minimum €20,000. Misleading commercial practices can reach up to €1,000,000.
Are staggered discounts allowed?
Yes. Staggered or progressive discounts are allowed, without having to reset the reference price at each step. The reference price stays the lowest 30-day price before the initial reduction, so the comparison remains honest for the consumer.
🔎 Common searches
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