Marketing materials must provide all information essential for consumers, and any price information given must be accurate. The total price of a product or service must not be overshadowed by any individual aspect of the price. For example, a fixed-term subscription for a service may not be advertised as costing "EUR X per day".
Use of small print in advertisements is prohibited. Small print refers, for example, to showing the price of a product or service in a TV advertisement in a very small font at the bottom of the screen for a brief period of time. In magazine advertising, it refers to prices being given in very small print or in such a manner that the text cannot be distinguished from the background. Additionally, it includes roadside advertising directed at drivers, which drivers are unable to read or understand.