Under the new Consumer Protection Law, in force since 14 February 2026, a trader selling goods at a reduced price must clearly display the previous price and the reduced price. The previous price is the lowest price the trader charged in the 30 days before the reduction, and for goods on the market for a shorter time the lowest price in that period. When a reduction increases step by step, the previous price is the price before the first reduction. A clearance sale may be held only when the trader stops trading in that shop or in that product, for at least three months after the sale ends. A product on promotion must be labelled "akcija" (offer) or "promocija" (promotion). A company pays 500 to 5,000 euros for showing the previous price incorrectly, and 3,000 to 20,000 euros for an unlawful sale or clearance sale.
This guide is useful before Black Friday and the New Year sales, and when you compare prices in shops and online.
Which sales promotion is which?
| Promotion | Meaning |
| sale | selling a product at a reduced price |
| clearance sale | selling at a reduced price because trading in the shop or in a certain product is ending |
| special offer | selling a set quantity of a certain manufacturer's product at a set time and place at a reduced price |
| promotional sale | a special offer to promote a new product |
| special terms | benefits for groups of buyers (loyalty card holders, pensioners, students) or for products (instalments, discount) |
- The trader must honour the conditions of the promotion it has set and displayed.
- If a discount is shown as a range, for example "up to 50%", the highest percentage at the start must apply to at least one fifth of the value of all goods on sale; this rule does not apply to distance and off-premises sales.
How is the previous price calculated?
- It is the lowest price the trader charged in the 30 days before the reduction.
- If the product has been on the market for less than 30 days, it is the lowest price during the time it has been on sale.
- If the reduction increases step by step, the previous price remains the price before the first reduction.
- Both prices, the previous and the reduced, must be legible and easy to see.
- When a discount is given at the till, the receipt shows the price without the discount, the discount as a percentage and the amount to pay.
What must a sale or promotion advert contain?
- the type of promotion;
- a precise description of the product it applies to;
- the period of validity, with start and end dates, if any;
- the total costs of getting the product, including delivery;
- any other conditions for using the promotion.
- A voucher or coupon must also state the issuer and the cash value or size of the reduction.
- Goods reduced because their use-by date is near carry the label "pred istekom roka upotrebe" (close to expiry), and used, repaired or faulty goods are separated from other goods and labelled, for example, "with a defect" or "damaged".
How high are the fines?
| Trader's offence | Company | Sole trader |
| sale or clearance sale contrary to the law | €3,000 to €20,000 | €600 to €6,000 |
| not honouring displayed prices or promotion terms | €3,000 to €20,000 | €600 to €6,000 |
| promoted product not labelled "akcija" or "promocija" | €3,000 to €20,000 | €600 to €6,000 |
| previous and reduced price not displayed as the law requires | €500 to €5,000 | €200 to €2,000 |
| faulty goods not separated and labelled | €500 to €5,000 | €200 to €2,000 |
How to complain about goods you bought is explained in the guide on consumer rights, and what a supermarket basket costs in the guide on grocery prices. How VAT is calculated from a price is in the guide on VAT, and what to do when a product is recalled in the guide on product recalls.
Frequently asked questions
What is the previous price in a sale? The lowest price the trader charged in the 30 days before the reduction.
Can a trader raise a price and then "cut" it for Black Friday? The previous price must be the lowest in the last 30 days, so a temporary price rise cannot serve as the basis for the advertised reduction.
When may a trader hold a clearance sale? When it stops trading in that shop or that product, and it may not resume for at least three months after the sale ends.
What does "up to 50%" in a shop window mean? The highest advertised percentage must apply at the start of the sale to at least one fifth of the value of all goods on sale.
Must the receipt show the discount? Yes, the receipt must show the price without the discount, the discount as a percentage and the amount to pay.
Where can I report a fake sale? To the competent inspectorate; the law provides fines for traders who do not display the previous price as required.
Sources
Sales promotions, the previous price and fines are set by the Consumer Protection Law (Official Gazette 12/2026), Articles 10, 15, 20, 31 to 36, 242 and 244. Information checked on 30 September 2026. Fijaka is a classifieds platform; this text is not legal advice.