The Consumer Ombudsman of Finland is taking legal action against the telecommunications company Elisa due to its Etuhinta campaign, claiming that the company failed to display the legally required minimum price over a 30-day period for its phone offers. Elisa argued that this minimum price could be omitted under customer loyalty marketing rules; however, the Ombudsman refuted this, stating that the offer was accessible to all customers through the company's online store without any prior commitments or existing customer status. Therefore, the argument of targeted loyalty marketing does not apply in this case.

This development marks the second instance within a short time frame where an Elisa campaign has faced scrutiny from the Market Court. Earlier in February 2026, Elisa was subjected to a threat of sanctions due to illegal practices in its Haukatut hinnat and Black Friday campaigns. These repeated legal challenges highlight a pattern of non-compliance with market regulations by Elisa, indicating a significant concern over fair advertising practices in the telecommunications sector, which is crucial for consumer protection.

The Consumer Ombudsman emphasizes the importance of transparency and the legal obligation to inform consumers of the lowest price, asserting that attempting to circumvent regulations by disguising price reductions as loyalty marketing is unacceptable. This case could lead to more stringent regulations in the industry and serve as a precedent for how companies present pricing strategies to consumers in the future, ensuring that consumers are well-informed when making choices in the competitive telecom market.