“Only 15% of crossed prices are real reductions”: e-commerce sites massively abuse false promotions during the sales
Watch out for false prices barred during the sales © Dongipix/Shutterstock
The UFC-Que Choisir, the association which is fighting for the rights of consumers, will seize the European Commission. The fault of ecommerce sites that respect neither the law nor the buyers. The organization wishes to alert on the persistent drifts of certain organizations, whose poor practices have not changed since the first alert of the association two years ago concerning the too often abusive and vague use of “comparisons”.
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A vast majority of barred prices are lying
For three years, the European “modernization” (or “omnibus”) directive has been clear: any reduced price displayed as part of sales must be compared with the lowest price during the 30 days preceding promotion. A rule that follows, for example, valves on its Steam service. But this is one of the too rare good students.
By taking an interest in more than 900 ads published between February and April 2025 on Amazon, Asos, Cdiscount, Shein, Temu and Zalando, the result is clear: only 15 % of the prices barred are real reductions. The rest compares the price on sale with “comparison prices” often out of the seller’s hat (or hidden in their general sales conditions) to virtually grow the promotion.
The more spectacular the discount, the more manipulated its calculation.
This dishonest practice obviously has the objective of trying to deceive consumers to encourage purchase by making you look like false business. By following the regulations in force, the average reduction of announcements during this study was 11 %, when it reaches 31 % when “advised selling prices” and other false “old prices” are displayed.
By challenging at European level, the UFC-Que Choisir hopes that measures will be taken within the framework of the future regulation on online equity (Digital Fairness Act). The executive plans to present it in 2026, and the association hopes to see the prohibition of prices barred outside of those provided by the “Modernization/Omnibus” directive.
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