prisinformationslagen

Prisinformationslagen, or the Price Information Act, is a Swedish law that governs how prices must be presented to consumers. Its purpose is to prevent misleading pricing and to ensure that buyers receive clear, accurate price information before and during a purchase. The act applies to goods and services offered by retailers and service providers in physical stores, catalogs, advertisements, and online platforms.

The law defines price information broadly. A stated price should reflect the total cost the consumer will pay, including mandatory charges and taxes where applicable. In cases where unit prices, price per quantity, or potential additional fees are relevant, these must be clearly displayed and easy to understand. If a price is part of a promotion, the ordinary price or a reference price should be shown to avoid misleading comparisons.

In advertising and online presentation, the act requires that price claims be truthful and unambiguous. Prices shown must be readily visible, with any variations explained, and the displayed price should be available for a reasonable period. When multiple prices are presented, the basis for the lowest price and any time limits must be transparent.

Enforcement and impact are overseen by public authorities, notably the Swedish Consumer Agency (Konsumentverket). Violations can lead to orders to correct prices, injunctions, or fines, and consumers may be protected against deceptive pricing practices. The act aligns national regulations with EU principles regarding price indications for consumer goods and services.