Belgium’s rules governing commercial promotions are among the strictest in Europe. Chapter VI of the Act of 14 July, 1991 on fair trade practices and the protection and information of consumers (FTP Act) contains detailed rules regulating a variety of promotional activities directed at consumers, such as:
- temporary discounts – article 43 of the FTP Act provides in essence that a price can only be advertised as a discounted price if it is lower than the price applied in the same point of sale for the same product of service during a continuous period of one month immediately preceding the promotion;
