How Does Konsumentverket Treat Sale Prices in Sweden?

Konsumentverket, the Swedish Consumer Agency, takes a firm line on sale prices. Sweden has transposed the Omnibus Directive (EU) 2019/2161, so the 30-day lowest-prior-price rule applies, and the country has historically acted against “fake” sale prices — with a track record of fines where discounts were found to be misleading.

What the rule requires

When you advertise a price reduction, the prior price you must show is the lowest price the product was offered at during at least the 30 days before the reduction. A discount presented against a higher figure that ignores a recent lower price is precisely the kind of claim that draws scrutiny.

The key points

• Enforcement is led by Konsumentverket with the Consumer Ombudsman.
• Sweden has historically fined misleading sale prices, so the rule has real bite.
• Keeping accurate price history is the best way to substantiate a discount claim.

The Swedish process operates in Swedish, so plan for consumer information and any enforcement correspondence to be in the language. For the wider picture, see our Omnibus law page and the complete Omnibus guide.

This answer is educational and does not constitute legal advice.