The Market Court has prohibited Elisa Oyj from engaging in discount marketing without clearly indicating the statutory 30‑day lowest price alongside reduced prices. Elisa must comply with the prohibitions under the threat of a 50 000 € fine.
The Consumer Ombudsman brought Elisa’s “Haukatut Hinnat” campaign and its Black Friday marketing to the Market Court in June 2025. Elisa marketed phones using price‑reduction expressions without at the same time disclosing the lowest price at which the phones had been sold in the preceding 30 days.
According to Elisa, the “Haukatut Hinnat” campaign did not constitute discount marketing, even though it created the impression that a “bite” had been taken out of the selling prices. The company also maintained that its Black Friday promotions did not mean that products were being sold at reduced prices. Because Elisa denied that its marketing was unlawful, the Consumer Ombudsman referred the matter to the Market Court for determination.
In its decision (MAO:45/2026) the Market Court found the Consumer Ombudsman’s claims well founded and issued prohibitions in accordance with the Ombudsman’s application. The Market Court held that Elisa’s practice created the impression of reduced prices and therefore Elisa should have substantiated its claims of price reductions by indicating the 30‑day lowest price.
”If an impression is given that prices have been reduced, the rules on discount marketing must also be followed. Misleading discount marketing must be eradicated, as it blurs consumers’ perception of the normal price level. The Market Court’s ruling was necessary.”
Rules on discount marketing tightened three years ago
Since the start of 2023, sellers must disclose the lowest price at which an item has been sold during the preceding 30 days when advertising price reductions. Any stated discount percentage must also be calculated from that 30‑day lowest price. The Consumer Ombudsman has monitored compliance, issued guidance and informed traders of the requirements on several occasions.
The Market Court had not previously examined which discount‑sale claims qualify as price‑reduction statements concerning goods within the meaning of the Consumer Protection Act. The Court’s decision now provides greater clarity on the regulatory requirements and the limits of discount marketing.
More on the topic
- Summary of the Market Court’s decision (in Finnish)
- Press release 16.6.2025: The Consumer Ombudsman takes Elisa’s discount statements to the Market Court for resolution – the lowest price in the last 30 days was not disclosed
- Press release 22.1.2025: Consumer Ombudsman calls for action on sale labelling – the 30‑day rule is still being circumvented two years after coming into force (in Finnish)
- FCCA: Information on discount sales