“Unbeatable” price for pizza?
Not at all - Lidl received a warning
Created: 2022-12-10, 2:58 p.m
By: Christoph Gschossmann
Lidl has trouble with the competition center.
© dpa/ Christian Johner
Lidl advertised a pizza with an "unbeatable" price.
But the product was cheaper elsewhere.
Now the discounter is in trouble.
Munich - Not keeping what is promised: This is not only a problem in advertising.
Lidl didn't take it too seriously when promoting a pizza and advertised it with the attribute "unbeatable price".
Elsewhere, however, the product was cheaper, and now the discounter is threatened with trouble with the central competition office.
In a letter dated Wednesday, the Lide headquarters stated that the advertising claiming “unbeatable” was misleading and therefore unfair.
Specifically, it was about the offer of a “Dr.
Oetker Ristorante Pizza / Bistro Flammkuchen Alsatian style".
The retailer compares the supposedly "unbeatable" price of 1.85 euros - available with "Lidl Plus" - to the price of 1.95 euros.
Lidl received a warning: Pizza, for example, was cheaper at Marktkauf
"The consumer will understand this information to the effect that the price advertised by you for the products cannot be beat, so that the products cannot be obtained cheaper elsewhere," says the five-page letter that is available to Lebensmittel
Zeitung
.
You can get the pizza cheaper elsewhere: the advertised products are available, for example, at “Aktiv Irma” and “Marktkauf” for 1.79 euros – and therefore cheaper than at Lidl.
"This unique position advertising is therefore inaccurate and misleading under the law against unfair competition," said Tudor Vlah, a consultant at the central competition office, in the warning.
What happens now?
Lidl can now submit the “declaration of discontinuance with penalty clause” until December 7th;
then the "unbeatable" dispute would be off the table, writes the newspaper.
If this declaration is not signed, the self-regulatory institution of the economy will keep the court open.
(cgsc)
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