How Does Finland’s KKV Treat Sale Prices?

In short, it expects them to be honest. Sale prices in Finland fall under the Omnibus Directive, Directive (EU) 2019/2161, which has applied across the EU since 28 May 2022 and is transposed into Finnish law. The Competition and Consumer Authority — the KKV — and the Consumer Ombudsman who works within it oversee consumer protection, including how price reductions are advertised.

What the KKV is looking for

The core point is the 30-day rule. When you announce a reduction, the discount must be shown against the lowest price you charged for that product in the 30 days before the reduction. The concern is whether an advertised saving is genuine, or whether the “before” price has been inflated to make the offer look better than it really is.

How that plays out

• The authorities can review how discounts are displayed and check the reference price behind them.
• They can act on their own market monitoring or on consumer complaints.
• Accurate price history is the simplest way to show the 30-day figure is right.

The Finnish angle

The rule is the same across the Union because it flows from the Directive. Finland adds oversight by the KKV and Consumer Ombudsman, and, because the country is bilingual, the expectation that consumer information reaches Finnish buyers in Finnish and Swedish. Keep your discount labels and reference prices clear in the relevant national languages for the Finnish market.

This answer is educational, not legal advice.