Why the rules differ between countries
Sweden, Denmark, Finland and Norway each wrote the same EU rule on before prices into their own law, with differences that can change our result.
The EU rule says a before price must be the lowest price the store charged in at least the 30 days before a reduction. Each country added its own exceptions. Norway applies the rule through the EEA agreement. We check every offer against the version of the country whose site you are on.
| What | Sweden | Denmark | Finland | Norway |
|---|---|---|---|---|
| Period for the lowest price | 30 days | 30 days | 30 days | 30 days |
| Goods that spoil quickly | Same period | 14 days | Not covered | The price just before the reduction |
| Member and loyalty prices | Do not count | Do not count | Do not count | Count towards the lowest price |
| New products | No special rule | No special rule | No reduction in the first 30 days | No special rule |
| Stepwise campaigns | No special rule | No special rule | First before price for up to 60 days | No special rule |
| How long an offer may run | No special rule | At most 50 % of the time | No special rule | No special rule |
| Legal basis | Prisinformationslagen (2004:347) 7 a § | Prismærkningsbekendtgørelsen § 9 a (førpris); Forbrugerombudsmandens retningslinjer for prismarkedsføring (2022), pkt. 4 og 14 | Kuluttajansuojalaki (38/1978) 2 luku, alennusilmoitukset | Prisopplysningsforskriften § 9a |
| In force since | 1 May 2022 | 1 July 2022 | 28 May 2022 | 1 July 2023 |
Our reading of these rules has not yet been confirmed by a lawyer in every country.
The differences that change a result
Member and loyalty prices: where they count, a lower member price in the period lowers the before price the store may show, even if you are not a member. Where they do not count, we compare only with the price everyone pays.
Goods that spoil quickly: depending on the country, they use a shorter period, the price just before the reduction, or are not covered at all. Where they are not covered, we do not assess them.
Campaigns and offers: some countries allow a price to be lowered in steps against the first before price for a limited time, or limit how long a reduced price may be called an offer.
New products: some countries do not allow a reduction to be advertised on a product the store has only just started selling.