Finance
Polish Watchdog Says Jeronimo Martins' Polish Unit Misled Customers
Published by Global Banking & Finance Review®
Posted on September 9, 2025
2 min readLast updated: January 22, 2026
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Poland's UOKiK accuses Jeronimo Martins of misleading pricing tactics under the EU Omnibus Directive, risking significant fines.
Polish Consumer Watchdog Accuses Jeronimo Martins of Misleading Pricing
UOKiK's Investigation into Retail Pricing Practices
(Reuters) -Poland's consumer watchdog said on Tuesday that the Polish unit of Portuguese retailer Jeronimo Martins, owner of the Biedronka supermarket chain, had misled customers over its pricing and promotional campaigns.
The Office of Competition and Consumer Protection (UOKiK) alleges that the company used confusing multi-buy promotions, calculated discounts from a regular price rather than the lowest price in the last 30 days as required by law, and displayed legally required price information in an unreadable font.
The watchdog's action follows an investigation into compliance with the European Union's Omnibus Directive, which aims to prevent retailers from artificially inflating prices before announcing a sale.
Details of the Allegations
"Price is a key factor for consumers, and they need clear information to make a conscious and rational decision," UOKiK President Tomasz Chrostny said in a statement.
In an emailed statement to Reuters, Jeronimo Martins Polska said it was ready for "constructive dialogue with the president of UOKiK to work out a satisfactory solution for all."
Potential Consequences for Jeronimo Martins
"The Omnibus Directive is a relatively new legal regulation, and practices for presenting promotional prices are different on the Polish market and require harmonization," the company added.
If found guilty, the company can face a fine of up to 10% of its annual turnover.
Broader Implications for Retailers
UOKiK noted it is also investigating other major retailers, including Aldi, Lidl, Dino and Zabka, over similar practices.
($1 = 3.6126 zlotys)
(Reporting by Marta Maciag and Julia Kotowska)
Key Takeaways
- •UOKiK accuses Jeronimo Martins of misleading pricing.
- •Allegations include confusing promotions and unreadable price info.
- •Investigation follows EU Omnibus Directive compliance.
- •Jeronimo Martins open to dialogue with UOKiK.
- •Other retailers like Aldi and Lidl also under scrutiny.
Frequently Asked Questions about Polish watchdog says Jeronimo Martins' Polish unit misled customers
1What is misleading pricing?
Misleading pricing occurs when a retailer presents prices or discounts in a way that confuses consumers, often by not clearly stating the actual price or using illegible fonts.
2What is the Omnibus Directive?
The Omnibus Directive is a European Union regulation aimed at enhancing consumer protection by ensuring that retailers provide clear and accurate pricing information.
3What are multi-buy promotions?
Multi-buy promotions are marketing strategies where consumers are encouraged to buy multiple items at a discounted rate, but can sometimes be misleading if not clearly communicated.
4What is a fine in the context of business regulations?
A fine is a monetary penalty imposed on a business for violating laws or regulations, which can be based on a percentage of the company's annual turnover.