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US
NO
You cannot just announce a discount.
Although businesses are free to set their prices, strict rules apply as soon as you communicate about a discount or price advantage to consumers (B2C).
+ A common misconception
In practice, there is often the idea that:
- “discounts are always allowed as long as the price is lower,” or
- “for events like Black Friday, more flexible rules apply.”
→ That is not correct.
! As soon as you use words like “discount,” “promo,” “-20%,” “action,” or work with crossed-out prices, the law considers this an announcement of a price reduction. And then additional legal obligations apply.
→ Recent checks by the Federal Public Service Economy show that 7 out of 10 webshops are not compliant...