The GVH investigation launched against Aldi raises several questions

By: Trademagazin Date: 2024. 07. 22. 12:12

The Economic Competition Authority (GVH) launched an investigation against Aldi, which raises one of the most exciting competition law issues in the Hungarian market. The purpose of the investigation is to clarify whether Aldi deceived consumers with the advertisements in the refrigerators it placed, which carried the inscriptions “100% fresh and Hungarian meat in our permanent offer” – we can read in the Telex article.

The action of the GVH coincided with the post of construction and transport minister János Lázár criticizing Aldi, although according to the office, this was just a coincidence, since the case had already started months earlier. The agency will primarily investigate how accurate and misleading Aldi’s advertising messages can be for consumers, with particular regard to how well the advertising of products of Hungarian origin corresponds to reality.

Hungarian products and market concerns

Aldi previously undertook to sell a significant portion of Hungarian meat, which was especially welcomed by the Hungarian meat industry. According to Tamás Éder, social president of the Hungarian Meat Industry Association, Aldi’s commitment is exemplary, and he hopes that the results of the investigation will not deter the chain from further similar initiatives. However, there is a fear that if the GVH fines Aldi for its commitment to Hungarian products, the chain may withdraw from further similar initiatives.

The GVH is also investigating whether the signs “100% fresh and Hungarian meat in our permanent offer” used by Aldi really reflect the contents of the refrigerators. According to the suspicion, the refrigerators may have also contained products of non-Hungarian origin, which may have misled customers. According to Aldi, they never claimed that the refrigerators contained only Hungarian products and that consumers could see the origin of the products on the packaging.