Finnish telecom operator Elisa faces a 50,000 euro fine for misleading discount marketing practices following a ruling by the Market Court requiring clear communication of minimum prices.
The Finnish Market Court has prohibited the telecom operator Elisa from engaging in discount marketing unless it clearly states the legally required minimum price from the previous 30 days alongside the discounted prices. Elisa now faces a potential fine of 50,000 euros should it fail to comply with this ruling. The Consumer Ombudsman had previously taken Elisa's 'Haukatut Hinnat' (Hawked Prices) campaign and its Black Friday marketing to the Market Court in June 2025, arguing that the campaigns misled consumers about discounted prices.
Since the start of 2023, it has been mandated that any advertised price reductions include the lowest price at which the goods were sold in the preceding 30 days. Elisa argues that their Haukatut Hinnat campaign was not discount marketing and that their Black Friday promotions did not involve selling products at reduced prices. However, the Consumer Ombudsman disagrees, reinforcing that the portrayal of lowered prices must adhere to discount marketing regulations to prevent consumer deception.
The Market Court's decision emphasizes the importance of transparency in discount marketing to maintain consumer trust. The ruling is a significant step towards curbing misleading sales tactics that could distort consumers' understanding of normal pricing. As the consumer landscape evolves, adherence to these regulations will not only affect Elisa's marketing strategies but could also set a precedent for how discount campaigns are managed across the industry in Finland and beyond.
