Bulgarian authorities fined the German discounter Lidl for misleading advertising. According to the Supreme Administrative Court decision, the discounter supermarket will have to pay a fine of 370 859 lev. The penalty was imposed by the Commission for Protection of Competition for misleading advertising.
The penalty for an advertising campaign of 2013, held under the slogan “The Best of Bulgaria, the best in Europe.” According to the Commission and the Court, the word Best does not clearly denotes the company. The Commission in its report says that the the category of advertised products creates belief about the quality, but their brands does not come under the same top notch branded products.
At the same time it was found that the quality indicators for Lidl were more closer to the values for money aspect, says a press release of the Commission. Court confirms that the advertisement is able to influence the economic behavior of consumers and derive undue advantage over other companies that offer the same product category.