The Swedish Consumer Agency has found in a new report that a law amendment aimed at stopping price manipulation during sales has had little effect.
The agency has controlled both e-retailers and physical stores within the daily goods trade.
Maria Wiezell, consumer guide and expert on consumer law at the Swedish Consumers, is not surprised by the result.
Many testify to us that companies first raise prices to then lower them before a sale, she says.
"Unbelievably sad"
According to the Price Information Act, companies should indicate the lowest price of the product during the last 30 days during a sale. Something that is lacking according to the review.
It's depressing that companies ignore a rule change that is supposed to give consumers a fair chance to compare prices, says Maria Wiezell.
Isabella Ahmadi, consumer expert at the price comparison site Prisjakt, thinks it's "astonishing" that companies haven't followed the rules.
I think it's unbelievably sad that stores, both physical and e-commerce, haven't obeyed the law. It was introduced to combat fake sales and protect us consumers, she says.
Isabella Ahmadi says that it also means that companies that behave correctly become losers, since they then compete on different terms.
It's hard as a consumer to know who follows the law. And when we know that many don't, it becomes a real jungle of sales, she says.
Can impose fines
According to Maria Wiezell, one problem is that consumers are not aware of the new law amendment.
Then there is no pressure on companies to follow it, since we are bad at reporting when the rules aren't followed, she says.
The Swedish Consumer Agency has the opportunity to impose fines on companies that break the law. Maria Wiezell hopes that the agency will do so more often.
Companies that don't behave shouldn't get many chances, she says.
Civil Minister Erik Slottner (KD) writes in a comment to TT that he believes that "most companies want to do the right thing", and points out that a majority have corrected themselves when the Swedish Consumer Agency has pointed out a deficiency.
"It's good that the Swedish Consumer Agency has now made this review and announced that they plan new supervisory efforts this autumn, due to the deficiencies found", he writes further.
