In May 2025, Lidl launched an advertising campaign promising the 'greatest price reduction of all time,' claiming that 500 products would see permanent price drops. However, this claim has attracted legal scrutiny from the Consumer Protection Agency of Hamburg, who argue that Lidl's marketing is misleading and inaccurate. The central question being examined in the Landgericht Heilbronn is the legality and truthfulness of such advertising practices.

Consumer advocates, led by Armin Valet from the Consumer Protection Agency, contend that Lidl's advertisements are deceptive because they fail to clearly identify which products are included in the price reduction and how significant the reductions are. This lack of transparency means that customers cannot verify the claims being made, leading to questions about the legitimacy of Lidl's marketing tactics. The agency's lawsuit aims to hold Lidl accountable for what they perceive as false advertising.

This high-profile case addresses broader issues surrounding advertising standards and consumer rights in Germany. The outcome of the trial could set a precedent affecting how companies can promote discounts and offers, potentially leading to stricter regulations on advertising claims across the retail sector. As the trial unfolds, it will be closely watched by both consumers and industry stakeholders for its implications on marketing practices in the future.