The Consumer Ombudsman has referred Elisa’s Etuhinta campaign to the Market Court for assessment, after the retailer failed to disclose the statutory 30‑day lowest price alongside its mobile phone offers. The Consumer Ombudsman seeks a prohibition on the practice under the threat of a 200 000 € fine.
Elisa maintains that the Etuhinta campaign did not constitute a price‑reduction statement but rather pricing for loyalty customers. For this reason the company did not comply with the requirement in the Consumer Protection Act to indicate the lowest price at which an item has been sold during the preceding 30 days when advertising price reductions.
Elisa’s “Let’s Etuillaan” advertisement suggested that loyalty customers could purchase a mobile phone at a discounted “etuhinta” (preferred price). The lower price was presented alongside, in brackets, a higher so‑called normal price said to apply to non‑loyalty customers.
Consumers could obtain the lower price by logging in or creating an account in Elisa’s online shop. This was available to all consumers without any commitment or prior customer relationship. Because the preferred price was marketed in practice to everyone and could be used by anyone, the Consumer Ombudsman considers that this was not targeted loyalty‑customer marketing in which the 30‑day lowest price may be omitted.
”The purpose of the legislation is to increase price transparency and improve consumers’ ability to assess the affordability of offers. The rules cannot be circumvented by disguising price reductions as loyalty‑customer marketing. Such campaigns put the credibility of discounts to the test.”
The matter has significance beyond the individual case, as the Market Court has not previously assessed similar marketing at the Consumer Ombudsman’s request.
The Consumer Ombudsman has also brought other Elisa discount campaigns and breaches of the 30‑day rule before the Market Court. In February 2026 the Market Court issued a prohibitory order, enforceable by a penalty, in case MAO:45/2026 concerning Elisa’s “Haukatut hinnat” and Black Friday campaigns.
The requirement to indicate the 30‑day lowest price was introduced into the Consumer Protection Act at the start of 2023.
More on the topic
Press release 6.2.2026: Market Court prohibits Elisa from circumventing discount sale rules