Price Transparency
Written in plain language for general understanding. This is educational content, not legal advice. Based on Icelandic Acts of the Althingi, statutory instruments, and official guidance.
Icelandic National Law
What is this right?
Icelandic law requires businesses to be transparent about pricing:
- All advertising must be substantiated — claims about prices, discounts, and savings must be truthful.
- Regulation No. 366/2008 governs how sales and discount pricing must be displayed.
- Providing false information to influence purchasing decisions is prohibited — including misleading "original price" claims.
- Neytendastofa monitors advertising practices and participates in coordinated EU enforcement sweeps of online merchants.
When does it apply?
- You believe a business is displaying misleading prices, fake discounts, or hidden charges.
What should you do?
- Report the issue to Neytendastofa (Consumer Agency).
- Take screenshots or photographs of the misleading pricing as evidence.
What should you NOT do?
- Don't assume "sale" prices are always genuine — check whether the original price was actually charged before the discount.
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