nepprijzen

Nepprijzen, in Dutch retail terminology, describe a pricing practice in which a retailer presents a previous price as the reference for a discount, even when that higher price may not reflect a genuine historical price. The effect is to create an impression of savings by showing a “was” price that accompanies the current price.

This tactic is commonly used in consumer electronics, fashion, and daily consumer goods, where price signage or online listings display phrases such as “was X, now Y.” Critics argue that nepprijzen rely on inflated or fictitious former prices, or on short-lived promotions, to exaggerate the perceived value of a discount.

Regulatory context and enforcement vary by country, but many jurisdictions regulate misleading pricing as a form of advertising misconduct or unfair commercial practice. In the Netherlands and the European Union, consumer protection rules prohibit misleading representations about price. Agencies such as the national consumer authority monitor pricing claims and can take action, including penalties, for practices deemed deceptive. A legitimate previous price is generally expected to be the price at which the product was actually offered for sale for a meaningful period and in a comparable manner.

Impact and criticism focus on consumer trust and welfare. Nepprijzen can mislead shoppers, leading to poor purchasing decisions and reputational harm for retailers. They are sometimes defended as legitimate discount signaling when the previous price is real and verifiable.

Consumer guidance includes checking the history of the price across retailers, using price-tracking tools, and reading the exact terms of the discount to verify whether the prior price was genuinely charged.