The Consumer Ombudsman has taken Finnish telecom operator Elisa to the Market Court over its failure to adequately disclose minimum pricing in a promotional campaign.
The Finnish telecom operator Elisa is facing legal action from the Consumer Ombudsman for allegedly failing to disclose the legally required 30-day lowest price in its promotional campaign. According to the Competition and Consumer Authority (KKV), Elisa's advertisement, 'Let's Etuillaan', implied that loyal customers could purchase mobile phones at a lower promotional price, while the ad also noted a higher 'normal price' applicable to non-loyal customers, which could have misled consumers.
The requirement for businesses to disclose the lowest price in the last 30 days when selling discounted products is intended to make price reductions more transparent for consumers. This transparency enables consumers to better evaluate the actual price levels being offered by sellers, thereby preventing artificial discount campaigns where prices may be inflated just before sales. The situation at Elisa highlights ongoing issues concerning consumer rights and marketing practices in Finland.
As this case moves forward to the Market Court, it may set a precedent for how telecommunications companies and other businesses advertise pricing, particularly in promotional contexts. The implications of this case could resonate beyond Elisa, affecting compliance norms in the marketing and sales practices of companies throughout Finland, inspiring stricter adherence to consumer protection laws.
