Sweden proposes dropping 30-day discount-price rule for services

Businesses advertising cheaper services would no longer have to display their lowest price from the previous 30 days under a Swedish government proposal that would keep that requirement for goods.

The proposal, sent to the Council on Legislation on 15 October, would narrow Sweden’s price-information rule from products generally to goods. Services, digital services and digital content would fall outside this particular requirement.

At present, an advertised price reduction must generally be accompanied by the lowest price charged during the preceding 30 days. This gives customers a reference point for judging whether a discount is genuine.

The government argues that limiting the requirement to goods would align Swedish rules with the EU framework and reduce the burden on businesses. Goods incorporating digital elements would still be covered.

The proposed exemption would not permit misleading discounts: the general prohibition on misleading marketing would continue to apply.

The government proposes a start date of 1 March 2027. The measure remains at the Council on Legislation stage, ahead of a bill and parliamentary decision. Current obligations therefore continue to apply.

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