Online platform Wish has committed to increasing its price transparency to comply with EU consumer protection law, the Dutch Authority for Consumers and Markets (ACM) and the European Commission announced on Tuesday, 26 July.
This is the result of a dialogue that ACM, in cooperation with the Commission and the European Consumer Protection Cooperation Network (CPC), started in April 2021 with the platform to stop ‘fake discounts’ and the use of undisclosed personalised prices based on the buyer’s behaviour and location.
Wish lured consumers with significant discounts on prices it had presumably not charged. Customised prices can only be charged under strict conditions of transparency.
Wish has implemented a new interface to prevent inauthentic and misleading discounts advertised by its commercial partners and has stopped using price customisation techniques.
“Price transparency is a key asset for a well-functioning and competitive single market, for consumers and businesses alike”, commented EU Justice Commissioner Didier Reynders.
The ACM says it will monitor Wish closely to ensure that the commitments made are met. (Original version in French by Aminata Niang)