EU 30-Day Lowest Price Rule: Burden or Opportunity?
The EU 30-Day Lowest Price Rule requires retailers to base any advertised discount on the lowest price offered in the previous 30 days, ensuring promotions reflect genuine savings and preventing artificial price inflation before sales events. While some retailers see the regulation as a burden due to the need to track historical prices and adapt pricing systems, others see it as an opportunity to build transparency, strengthen customer trust, and improve conversion. See how it can become an opportunity.
The EU Omnibus Directive transforms historical pricing into a compliance obligation. Retailers should embed historical pricing into their brand DNA in order to build pricing transparency, reduce customer skepticism, create faster decision cycles, and achieve higher conversion rates.
Since May 2022 the Omnibus Directive EU 2019/2161 (Consumer Protection) came into effect. Part of this directive is to create transparency about product promotions and product prices.
It should be easy for consumers to compare prices and see the lowest price over the last 30-days, ensuring the discount reflects genuine consumer savings. This new directive forces retailers to keep track of their product promotions and clearly show the previous and current prices.
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