Black Friday offers were not offers, claimed Elisa – the Market Court did not believe

Market law has prohibited the telecom operator Elisa from carrying out discount marketing without announcing the 30-day lowest price required by law. Elisa must comply with the ban under the threat of a fine of 50,000 euros.

The consumer ombudsman took Elisa’s Haukatut Hinnat campaign and Black Friday marketing to the market court in June of last year.

In discount sales, the seller must normally state the lowest price at which the product has been marketed during the 30 days preceding the discount. However, Elisa markets phones with price reduction expressions without announcing this information.

Elisa denied the illegality of its marketing. According to the company, the Haukatut Hinnat campaign was not about discount marketing, although it created the impression that sales prices had been “chopped off”.

According to the company, the marketing of Black Friday offers also did not mean selling products at reduced prices.

The Market Court considered the consumer ombudsman’s demands justified. According to the court, Elisa’s procedure created the impression of reduced prices, and therefore Elisa should have verified the claims of reduced prices by announcing the lowest price for 30 days.

“If you create the image that prices have been reduced, you must also follow the rules of discount marketing. Distorting sale marketing must be eradicated, as it obscures consumers’ perception of the normal price level. A market court solution was necessary,” consumer advocate Katri Väänänen states in the announcement.