Lidl Agrees to Transparent Pricing in Advertising Following Legal Dispute

The retailer will now display clear, uniform pricing in all printed ads, addressing consumer concerns over app-based discounts.

Lidl has committed to showing both total and base prices for all products in printed advertisements, ensuring consistency for app and non-app users alike.
The agreement follows a legal challenge from the Verbraucherzentrale Baden-Württemberg over non-transparent pricing practices in Lidl's app promotions.
The dispute began when a product was advertised at an app-exclusive price of €5.50 with a crossed-out price of €7, leaving non-app pricing unclear.
Consumer protection groups argued that such practices violated pricing regulations and caused confusion among shoppers.
Similar legal cases are ongoing against other retailers, including Penny and Rewe, highlighting broader concerns about app-based promotional strategies.