The Consumer Rights Protection Center (PTAC) in Latvia has announced that it will continue its market surveillance starting January 2026, focusing on the appropriate representation of product prices. The Consumer Rights Protection Law mandates that consumers must be provided with complete information regarding product prices before making a purchase. This ensures that prices must be clearly stated, easily identifiable, and legible so that consumers fully understand which products the prices pertain to.

According to the PTAC, the checks on price representation will be pre-planned and will also take into account complaints received from consumers. The findings from recent inspections indicate a worrying trend, with 60% of the prices checked found to be non-compliant with established regulations. Among the most common violations are the absence of sales prices for items like food, clothing, and pet food, as well as incorrect calculation of unit prices, particularly in cases where sales prices were not disclosed.

The implications of this report highlight significant gaps in consumer protection regarding price transparency in Latvia. The need for stricter enforcement of price labeling rules is underscored, as these violations can lead to consumer misunderstanding and exploitation. It raises important questions about the overall compliance of businesses in the country and the measures being taken to address these concerns effectively.