Vertailuhinnan

Vertailuhinta (comparison price) is a price used as a reference point to compare with the current selling price. The purpose is to show consumers what the item would cost under a prior price or a standard price, helping to illustrate the value of a discount or promotion.

In practice, vertailuhinta is commonly displayed in Finnish retail on in-store price tags and online product pages alongside the current price. The reference price may be the price the item previously carried, a regular price in the retailer’s catalog, or a price commonly charged for similar products in the market. The source and the period during which the reference price is considered valid should be clear to avoid misleading consumers.

Regulatory context and consumer protection: Finland follows general price indication rules that aim to prevent misleading marketing. Vertailuhinnat must be truthful and easily understandable, with the reference price transparently sourced. The Finnish Competition and Consumer Authority (KKV) oversees compliance and can require corrections or take action if a reference price is deemed misleading.

Use and interpretation: For shoppers, the presence of a vertailuhinta can aid pricing comparisons across retailers and time. However, its usefulness depends on the accuracy and relevance of the reference price, as well as how clearly it is communicated. When used properly, vertailuhinta serves as a benchmark for evaluating promotions and discounts.