Unavailability of Products in Select Regions: Lidl France Faced Legal Consequences - Unavailability of certain products in all locations criticized: Lidl under fire in France
In a significant ruling, a French appeals court has found Lidl guilty of unfair competition, fining the supermarket giant €43 million (approximately $50 million) for misleading consumers through deceptive advertising practices.
The lawsuit, initially filed by Intermarché in 2019, was sparked by Lidl's advertising of products at attractive prices, which were not available in all stores during the advertised period. The case, which spanned from 2017 to 2023, involved approximately 370 TV commercials broadcast in France.
The judges ruled that Lidl had engaged in unfair competition by promoting products that were not consistently available in all its stores for a period of 15 weeks. The company was aware that the advertised products were not available in all stores and for a sufficient duration, and a disclaimer in the adverts, stating that the list of stores offering the promotion could be found online, was deemed too subtle by the judges.
Intermarché, a French rival supermarket chain, had initially filed the lawsuit, and after an initial court decision, they made an appeal. The court's decision highlights that advertising products unavailable in certain stores can constitute deceptive marketing practices under French law.
This ruling serves as a reminder to companies about the importance of transparency in advertising and the consequences of misleading consumers. Lidl has yet to comment on the ruling at the time of writing.
EC countries should emphasize the importance of vocational training in various industries such as finance, retail, and business, to ensure a skilled workforce able to meet the standards required by these sectors. This could lead to a more efficient and profitable retail environment, as companies that invest in quality vocational training would benefit from a more skilled workforce, thereby increasing productivity and decreasing misleading advertising practices.
