Poland’s competition authority has fined Temu for the way it presented discounts to consumers. The decision is part of a wider regulatory push across Europe to eliminate deceptive pricing practices and to ensure that advertised discounts are real, verifiable, and transparent.
At the core of the case is the obligation to clearly inform consumers about the lowest price a product had in the 30 days prior to a promotion. According to the Polish regulator, Temu failed to meet this requirement consistently and transparently.
The fine was imposed by Poland’s consumer and competition watchdog, the Office of Competition and Consumer Protection, commonly known as UOKiK.
UOKiK imposed a penalty of nearly 6 million Polish zloty on Temu. In international reporting, this amount is typically described as roughly 1.3-1.7 million US dollars, depending on exchange rates at the time of publication.
The decision is not final. Under Polish law, Temu has the right to appeal the ruling through the courts, which means the case may continue for some time.
The case focuses on how discounts were displayed to consumers rather than on the absolute price levels.
Under Polish law, which implements EU consumer protection rules, any advertised price reduction must include information about the lowest price applied to the product during the previous 30 days. This price serves as the reference point for calculating the discount.
UOKiK concluded that consumers using Temu’s platform were not always properly informed about this required reference price. As a result, shoppers could not easily verify whether a discount represented a genuine saving.
When the legally required reference price is missing or unclear, a discount can appear more attractive than it actually is. Regulators view this as potentially misleading, even if the final price itself is low.
UOKiK’s public communication points to shortcomings in how promotional information was presented during the shopping process.
Consumers were not consistently shown the lowest price from the previous 30 days alongside the discounted price.
The required price information was not always clearly and accessibly displayed at every stage where a discount was promoted.
According to the regulator, these practices violated statutory obligations designed to protect consumers from deceptive discount claims.
The Temu fine did not occur in isolation. UOKiK announced it together with a much larger fine against another major online retailer, signaling a market-wide enforcement approach.
By targeting both international marketplaces and established European retailers, UOKiK has made it clear that discount transparency rules apply equally to all online sellers operating in Poland.
The decision reflects a broader trend across the European Union toward stricter enforcement of consumer protection laws related to pricing and promotions.
Discounts strongly influence purchasing decisions, particularly in online environments where price comparisons are quick and frequent.
Large percentage discounts can create urgency and excitement, even when the actual price reduction is small or unclear.
The 30-day lowest price rule allows consumers to compare promotions across retailers using a standardized and objective reference.
The rule is designed to prevent sellers from briefly increasing prices before a sale and then advertising a misleading discount.
The fine highlights the operational and compliance challenges facing large digital platforms.
Marketplaces must accurately track historical prices and ensure that the correct reference price is displayed whenever a discount is shown.
Discount labels, banners, and promotional messages must be designed to include legally required price information clearly and legibly.
Platforms operating across multiple EU countries must adapt their pricing displays to national enforcement practices, even when the underlying EU rules are harmonized.
Yes. Temu has the right to appeal the decision through the Polish legal system. While an appeal is pending, the case remains a strong regulatory signal and may influence how the platform presents discounts going forward.
The Polish decision fits into a wider European pattern of regulatory action against misleading price reductions.
Authorities across the EU are increasingly focused on how discounts are calculated and communicated, especially on high-volume digital platforms.
Even when fines are relatively modest compared to overall revenues, enforcement actions can trigger reputational damage and force costly compliance changes.
The fine imposed on Temu in Poland underscores how seriously regulators now treat discount transparency in online commerce. The case shows that low prices alone are not enough to satisfy consumer protection rules. How those prices are presented, explained, and compared to previous prices is just as important.
For e-commerce platforms operating in Europe, the message is clear: discounts must be based on verifiable reference prices and communicated in a way that allows consumers to make informed decisions. Failure to do so can lead to substantial fines and increased regulatory scrutiny.
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