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

The Consumer Ombudsman seeks a ruling from the Market Court regarding Elisa’s “Haukatut hinnat” and “Black Friday” price campaigns. Elisa has used discount statements in its marketing without simultaneously indicating what the goods have cost at their lowest in the previous 30 days. A prohibition is sought for the practice under the threat of a fine of 100 000 euros.

The rule regarding the lowest price in the last 30 days has been in effect for 2,5 years. Its purpose is to increase price transparency and improve consumers’ ability to assess the affordability of offers.

The Consumer Ombudsman considers that Elisa’s “Haukatut hinnat” campaign creates the impression for consumers that prices have been reduced. Similarly, the Black Friday campaign created the impression that the advertised phones were on sale. The campaign used various Black Friday expressions and referred to “campaign prices” and “offers.”

The 30-day rule applies regardless of whether the advertisement concerns a measurable price reduction or creates the impression of a price reduction. The overall impression that the advertisement creates for the average consumer determines when it is a price reduction advertisement.

In the application, the Consumer Ombudsman demands that the Market Court prohibit Elisa’s practice under the threat of a €100,000 fine. If Elisa uses expressions referring to discounts in its marketing, such as “Haukatut Hinnat” or “the brightest device offers of Black Friday,” it must not fail to indicate the lowest price in the last 30 days.