Price display and transparency in Europe

Is it compulsory to display prices?

Yes, both in-store and online.

In general, before making any purchase, you should always be clear about the total price before paying. The price displayed must be visible and understandable and, if possible, include all taxes.

If this is not the case, it must mention all additional fees known in advance (delivery, administration, taxes, etc.).

For certain goods or services, it is difficult to know the cost in advance. For example: a quote from a craftsman, custom-made furniture, or a package holiday. In this case, the seller must explain how they calculate the price and any additional costs. They must also indicate whether they include an expected item, such as cabin luggage, in the initial price of the plane ticket.

Finally, for subscriptions or recurring services, you must know the total cost for each billing period.

Can the price displayed increase when finalising the order?

If additional costs are added during the purchasing process, this is known as “drip pricing”.

While the first price displayed may seem attractive, delivery charges, service fees, and taxes gradually appear in the shopping cart. This practice is particularly common in the sale of travel packages, airline tickets and accommodation bookings.

Example of hidden pricing: airline tickets

A website advertises an airline ticket at an initial price of 90 euros. But when you go to pay, the ticket price jumps to 150 euros. This is because you added a piece of cabin or checked luggage and chose your seat on the plane. Airlines almost always charge for these options.

A practice closely monitored by the EU

In 2018, the European Commission and national consumer protection authorities published the results of an EU-wide inspection. The inspection covered 560 online sales sites offering digital products, services and content (clothing, software, tickets, etc.). The results showed that around 60% of these sites had irregularities. For example, sellers did not comply with the rules on displaying prices and discounts. Specifically, 211 sites displayed a higher final price at the time of payment than the price initially displayed.

Adding charges to the initial price without transparent information constitutes a misleading commercial practice. The EU prohibits such practices.

The EU plans to further regulate drip pricing through a Digital Fairness Act, which the Commission will publish at the end of 2026.

Keep an eye on the price throughout the booking process

Don’t let a low-price fool you! From the very beginning of your purchase or booking, check carefully what the price displayed includes or excludes. This will help you avoid unpleasant surprises when you take out your credit card.

Can a seller cancel an order due to a pricing error?

Not necessarily. It all depends on the price displayed and whether it is credible.

If the price seemed realistic, the seller cannot simply cancel your order by saying that they made a mistake. In this case, the order remains valid and you are entitled to demand that it be honoured.

It is different when the price displayed by the seller is clearly too low.

Example: the website displays a luxury item of jewellery priced at 100 euros instead of 10,000 euros. In this case, the seller may consider this to be an obvious error. They may then cancel the sale without being at fault.

However, a very low price does not automatically entitle the seller to cancel the sale. The error must be obvious, meaning that the consumer could not have believed that it was the real price.

If you are the victim of a pricing error, you can gather evidence to try to assert your rights. It is up to you to show that the price was consistent with market prices. For example, you can take screenshots of competing websites.

Nonetheless, the seller may insist on cancelling the order and refuse to reach an amicable agreement. In this case, only a court can make a final decision on the matter.

I ordered on a marketplace, and the seller sent me an invoice with a lower price than what I paid. Why is that?

This difference can sometimes be explained by service or connection fees charged by the marketplace.

The marketplace where you placed your order may charge fees to the seller or the buyer.

Example: your order is 99 euros, but the seller’s invoice shows 95 euros. The marketplace may have charged the seller 4 euros in fees.

The price difference may raise questions if you request a refund in the event of:

• Withdrawal;
• Non-delivery of your order.
• Legal guarantee of conformity if the product is defective.

In principle, you have the right to a refund of the total price displayed when you ordered. This is the price you paid, as opposed to the amount stated on the seller’s final invoice.

The seller or marketplace cannot claim non-refundable costs. The only exception is if these costs correspond to a service that you specifically agreed to when you ordered.

Example: buyer protection guarantee, premium subscription, or other specific services.

Our advice:

• Before confirming your purchase, check the terms and conditions of the marketplace. They should indicate whether additional fees apply and, if so, what they correspond to.
• Always keep your order confirmation, invoice and written correspondence. These are your best forms of evidence in the event of a dispute.
• If you request a refund, check the amount refunded. It must correspond to the total price displayed when you placed your order.

What is personalised pricing?

A seller can offer different prices depending on the buyer’s profile, thereby personalising their rates.

This practice differs from dynamic pricing, which adjusts prices according to overall demand and market conditions. Any sector might apply it, particularly for flight or travel bookings.

Personalised pricing, on the other hand, takes into account individual factors specific to you.

Examples include your IP address, your browsing and purchase history, your location, your consumption habits, etc.

However, the seller must inform you that they personalise the price based on an automated decision! In accordance with the General Data Protection Regulation, they must inform you of the exact use of your personal data. Unless the seller has a legitimate reason, you have the right to obtain information about the existence of data automation. You can also refuse to allow the seller to personalise prices based on such use of your data.

Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or the European Innovation Council and Small and Medium-sized Enterprises Executive Agency (EISMEA). Neither the European Union nor the granting authority can be held responsible for them.