How traders mislead consumers with fake sales and discounts

The competition authority has found a range of infractions by traders designed to mislead and confuse buyers

When a business makes price reduction announcements, they must display the lowest price a product was on sale for in the previous thirty days, and base the discount on this price alone. Picture: iStock

Who doesn't love snagging a bargain? Consumers however need to beware of the risk of being misled by unscrupulous retailers. Last week, the Competition and Consumer Protection Commission (CCPC) drew attention to the pitfalls of navigating sales and discounts.

Kevin O'Brien, a member of the CCPC, urged consumers to be cautious and to know their rights. “A discount must be a real discount,” he says. “The CCPC will not allow businesses to mislead consumers into thinking that they are getting a better deal than they actually are.”