BUSINESS SCIENCE
European Markdowns & Promotions: the new EU Omnibus Directive
Guidance on the new Price Establishment regulation
New pricing regulation requires adjustment, while opening up the opportunity for greater fairness and transparency
The New European Union Pricing Directive
A new pan-European legislation (EU directive) is gradually rolling out; starting July 1, 2023, Italy will also adopt it, while other countries are doing the same around similar timelines. It’s happening right now. Arguably, there is some confusion and misinformation about it, so let’s shed some light.
Our legal partners provided a review of the new rules, so we are able to share a brief summary of our understanding and implications; this naturally is not a binding legal opinion, but just a structured summary of our learnings.
The relevant EU legislation is mainly from 2019 and 2021, and it will be gradually implemented at the national level with some margins for local interpretation. Regardless, many principles remain in common. The legislation specifically regulates price “announcements”, therefore advertising and price tags. It does not limit “price changes” in any way…
