Lidl fined 48 million for misleading 'cheapest grocery chain' claim in Hungary

Hungary’s competition regulator, the Gazdasági Versenyhivatal (GVH), imposed a 48 million forint fine on Lidl Magyarország Kereskedelmi Bt. after finding the retailer’s advertising that it was “the cheapest grocery chain” to be misleading. The authority said the claim could lead consumers to believe Lidl’s prices were objectively lower than all competitors, which was not substantiated.

The case follows a previous 90 million forint penalty in 2023; Lidl appealed, and the Supreme Court (Kúria) ordered a new review. In the latest proceeding Lidl cooperated, acknowledged the violation, waived its right to further appeal and pledged to ensure future advertising is more precise. The fine will be transferred to the central budget.