From early March, a European directive aiming to to regulate supermarket promotions and eliminate deceptive pricing practices will take effect in Greece. The new rules, part of a broader European Code of Conduct, have already been adopted by most EU countries and were first introduced in Greece two years ago. Their primary aim is to enhance transparency in how price reductions are communicated across the retail sector.

The Code does not regulate product pricing itself but sets strict guidelines on how discounts and offers are presented to consumers. It establishes two key principles: First, any price reduction—whether a discount or a special offer—must be compared to the lowest price at which the product was sold in the past 30 days at the same store. Second, quantity-based promotions such as “Buy 1, Get 1 Free” cannot run year-round, as doing so would obscure the product’s actual value. Instead, such offers are limited to a maximum of one-third of the year.

Supermarkets, food producers, and major retailers have spent the past six months preparing for the transition, according to an article at AMNA, working closely with the Ministry of Development and the General Secretariat for Commerce. The government hopes that the reforms will not only increase pricing clarity but also encourage fairer competition.

The new Code will be officially announced on March 6, followed by a 10-day period for businesses to adapt. From March 17, authorities will begin intensive inspections to ensure compliance. Violations could result in fines of up to €1.5 million, with repeat offenders facing double penalties.

Additional regulations will apply to multi-pack promotions, requiring that products also be available for individual sale to allow direct price comparisons. Meanwhile, discount cards and promotional coupons will continue to be monitored under existing consumer protection laws.

Ultimately, the new system aims to empower consumers with clearer, more accurate pricing information, allowing them to compare offers effectively and make informed purchasing decisions.