The company „Lidl Lietuva“, which operates a retail chain based in Germany, disseminated misleading advertising and was legally fined EUR 100,000, the court has ruled.

On 4 December, the Regional Administrative Court dismissed the complaint by „Lidl Lietuvos“.

According to the judges, the September 2023 decision of the State Consumer Rights Protection Authority (SCPPA) is justified – the latter ruled that „Lidl Lietuva“'s advertisement compared the prices of its products with the prices of other chains' prices, but it was not recorded at the same moment.

„For example, in competitors' stores, the prices of specific goods are fixed on a certain day, while comparative advertising about the lower price of such goods in „Lidl Lietuvos“ stores is disseminated to consumers a week or more later,  the SCTS reported. 

At the time, „Lidl“ said, its advertisements compared prices with the non-promotional prices of competing chains,   the comparisons were marked with a special sign with additional information on the time period.

„Therefore, in „Lidl“'s view, the presentation and the content of such comparative advertising is complete, clear and does not mislead consumers,  Lidl“ said. 

For its part, VVTAT stressed that the purpose of a price comparison is to – show how a consumer could benefit from a competitor's offer, but that if current and outdated prices are being compared, such information does not help the consumer. 

The company said it would decide whether to appeal the court's decision after assessing its arguments.