Price Indication Directive, Article 2 Price Indication Directive, Article 2, (a)

Setting of fines for misleading price advertising.

10 businesses had advertised their prices not including VAT. They had explicitly mentioned that the price was ‘excluding VAT’.

Misleading price and amount of the fine.

The price was misleading and the fines were set at 10.000 Danish Kroner with the argument that all circumstances must influence the amount of the fine, such as the fact that the businesses corrected the price as soon as they became aware of the unlawfulness and the fact that they had stated clearly that it was ‘ex VAT’. Also, the fact that that unlawful price had been there for a short time (6 months to 1 year and 9 months).

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Fines set at 10.000 Danish Kroner.