Unfair Commercial Practices Directive, Chapter 2, Section 1, Article 7, 1.

A television commercial, in which essential price information is mentioned only in small print and during a few seconds only, constitutes a misleading commercial practice.

The defendant, a mobile phone service provider, marketed a mobile phone subscription during a television commercial.

However, essential price information was depicted in small print only and the printed text was furthermore displayed only for a few seconds.

Does a television commercial, in which essential price information is mentioned only in small print and during a few seconds only, constitute a misleading commercial practice?

According to the Danish Consumer Ombudsman, the television commercial concerned was misleading advertising as essential price information was printed too small and not displayed long enough.

URL: http://www.forbrugerombudsmanden.dk/Nyheder-fra-FO/Pressemeddelelser/Teleselskab-betaler-boede-paa-200000-kr?tc=D74929A5CD4D4F43909476CBFC7C9FE1

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The defendant was fined DKK 100,000 (approx. EUR 13,700).