The defendant imposed a fine amounting to CZK 300,000 upon the plaintiff due to a violation of the Act on Regulation of Advertising and the Act on Radio and Television Broadcasting Operation based on the following facts.
The plaintiff had created a television advertisement for a major telecommunications provider. The advertisement displayed two prices for the advertised product, i.e. CZK 799, being the price excluding VAT, and CZK 950.81, being the price including VAT. The price including VAT was displayed in minor characters under the price excluding VAT.
Next, the voice of the advertisement did not mention the difference in prices whatsoever.
The defendant reached an opinion that such advertisement could mislead customers and therefore considered it to be an unfair commercial practice under the Consumer Protection Act.