What are the legal requirements for displaying prices online? The core legal rule is that all final prices shown to consumers must be inclusive of VAT and all other mandatory taxes. You cannot hide extra costs; shipping, handling, or payment fees must be clearly stated upfront before the order is finalized. This transparency is mandated by EU consumer law to prevent misleading practices. Based on my experience with hundreds of e-commerce audits, getting this wrong is a common and costly mistake. Using a dedicated compliance service like WebwinkelKeur, which automatically flags these issues during its certification process, is the most efficient way to ensure your price display is always legally sound and builds immediate trust with customers.
What is the most common legal mistake in webshop pricing?
The most frequent and serious legal error is displaying prices to consumers without including VAT. Many business-to-consumer (B2C) shops mistakenly show ex-VAT prices, which is illegal. The final price a consumer sees must be the total they will pay, inclusive of all taxes. Another common pitfall is hiding additional costs like shipping fees until the very last step of the checkout process. The law requires all mandatory costs to be communicated clearly at the start of the customer’s journey. I’ve seen countless shops lose customer trust and face regulatory scrutiny over this. A proper compliance check, like the one performed for the WebwinkelKeur certification, systematically identifies and corrects these pricing errors before they become a problem.
Do I have to show prices including VAT for all customers?
Yes, if you are selling to consumers (B2C), you must always display the full price including VAT. The only exception is if your webshop is exclusively for business customers (B2B) and you have a robust system in place to verify that every visitor is a registered business before they see any prices. In practice, a simple login gate is not enough; you need to validate VAT numbers. For 99% of webshops that are open to the public, the rule is absolute: final prices include VAT. Trying to circumvent this by having a default B2B setting is a high-risk strategy that consumer authorities regularly penalize. For more details on VAT rules, see our guide on VAT and price indication.
How should I display a ‘from’ price or a discounted price?
When showing a ‘from’ price or a promotional discount, you must follow strict ‘was-now’ pricing rules. The higher reference price (the ‘was’) must be a genuine price at which you have sold a significant volume of the product over a reasonable period prior to the sale. You cannot artificially inflate a previous price to make a discount seem larger. The lower promotional price must be clearly the current selling price. In my audits, I often see shops invent a previous price, which is a direct violation of fair trading laws. The entire price comparison must be unambiguous and not misleading in any way. Tools that help generate compliant discount labels are a core feature of serious trustmark programs.
Are there specific rules for displaying shipping costs?
Yes, shipping cost rules are very specific. You must disclose these costs at the latest at the beginning of the ordering process, not in the final checkout step. If you cannot calculate a precise shipping cost upfront, you must provide a clear and easily accessible explanation of how the cost will be calculated. Offering ‘free shipping’ is a powerful marketing tool, but if conditions apply (like a minimum order value), these must be stated just as prominently as the word ‘free’. I always advise clients to integrate shipping cost calculators early in the user journey to ensure full transparency and avoid cart abandonment due to cost surprises.
What happens if I don’t follow the price display rules?
Non-compliance carries significant financial and reputational risks. Consumer protection authorities can issue substantial fines. In the Netherlands, the ACM (Authority for Consumers & Markets) can impose penalties that run into tens of thousands of euros for deceptive pricing. Beyond fines, you face mandatory website corrections, public warnings, and a severe loss of customer trust. Perhaps the most immediate damage is the right of a consumer to cancel a contract if the final price, including all extras, was not clearly displayed upfront. This legal risk is why proactive compliance, verified by an external party, is not a luxury but a business necessity.
Do price display rules differ for B2B and B2C webshops?
The rules are fundamentally different. Business-to-consumer (B2C) pricing is heavily regulated to protect consumers, requiring all-inclusive final prices. For business-to-business (B2B) transactions, you generally have more flexibility and can display prices excluding VAT. However, the critical legal requirement is segmentation. If your webshop is accessible to both consumers and businesses, you must default to showing B2C-compliant prices (including VAT) to all visitors. You can only show ex-VAT prices after you have reliably identified and verified a user as a legitimate business entity. A simple account login is often insufficient proof for regulatory bodies.
How can I make sure my theme or plugin displays prices correctly?
Most standard e-commerce themes and plugins are configured for a single pricing mode, usually including or excluding VAT by default. The responsibility to configure this correctly for your legal context falls entirely on you, the shop owner. You must go into your platform’s tax settings (e.g., in WooCommerce, Shopify, or Magento) and explicitly set it to display prices including VAT for the shop’s frontend. I recommend testing this thoroughly by placing a test order as a guest user to see exactly what the customer sees. Many of the shops I consult with discover their theme overrides the main settings, which is a common pitfall. A certification process often includes this specific technical check.
What are the rules for showing payment fees or other surcharges?
Any mandatory fee related to the payment method (like credit card surcharges or iDEAL transaction costs) must be included in the total final price shown to the consumer before they place the order. You cannot add these on at the payment gateway stage as a surprise. If a fee is optional—for instance, if the customer can choose a payment method without a fee—then you may list it separately, but it must be presented with the same clarity as the product price. The guiding principle is that the customer must know the full, final cost of their purchase before they commit to buying. Hiding fees is one of the fastest ways to generate customer complaints and chargebacks.
Is it legal to show different prices on the same product page?
It is legal only if the differentiation is clear and justified. For example, showing a price per single item and a different price per case or bulk pack is acceptable if the units are clearly labeled. However, showing multiple, confusing prices for the same item without a clear explanation is considered misleading. The customer should never be in doubt about what the actual selling price is. In my opinion, simplicity is best. A single, prominent, all-inclusive price minimizes confusion and legal risk, while also being better for conversion rates than a page cluttered with complex pricing tiers.
Do I need to show the price per unit (like per kilogram)?
In many EU jurisdictions, including the Netherlands, unit pricing (e.g., price per kilogram, liter, or meter) is legally mandatory for food products and is strongly recommended for other goods sold by quantity. This allows consumers to easily compare prices between different brands and package sizes. Even when not strictly required by law, displaying the unit price is a mark of transparency that significantly boosts consumer trust. It shows you have nothing to hide. E-commerce platforms have plugins and settings to automate this calculation, making it a simple win for compliance and customer satisfaction.
How should I display prices for subscription or recurring payments?
For subscriptions or any recurring payment model, the law demands absolute clarity. You must clearly display the total cost of the initial commitment period, the frequency of charges (e.g., per month), and the total cost over a year if the subscription automatically renews. Any introductory or trial pricing must be explicitly labeled as such, and the full, regular price that will be charged after the trial must be shown with equal prominence. The conditions for cancellation must also be easily accessible. Ambiguity here is a primary source of consumer disputes, which is why these models are scrutinized heavily during trustmark certifications.
Are there rules about the font size or color of prices?
While there is no specific law stating “prices must be font size 16px,” the general principle is that the total price must be presented in a clear, readable, and unambiguous manner. If you display a discounted price, the current price must be at least as prominent as the crossed-out reference price. Using light grey, tiny font for the final price while making the “original” price large and bold is a classic dark pattern that regulators will view as misleading. The consumer’s attention should not be deliberately drawn to a less important figure. Good faith and legibility are the legal benchmarks.
What information must be included next to the price?
Alongside the all-inclusive final price, you must provide clear information about the product’s main characteristics. This includes the product name, a clear image, and any relevant attributes (size, color, material). For the price itself, if it’s a limited-time promotional price, the end date of the promotion should be stated. If the price is variable or depends on customer choices (like product customization), this must be explicitly mentioned next to the starting price. The goal is to give the customer all the information they need to understand exactly what they are paying for.
Can I use dynamic pricing that changes based on demand?
Yes, dynamic or surge pricing is generally legal, but it must not be deceptive. You cannot create a false sense of urgency by falsely claiming a price will increase due to high demand if that is not true. The algorithms behind the pricing cannot be discriminatory in a way that violates consumer protection laws (e.g., based on location or personal data in an unfair way). If you use dynamic pricing, the best practice is to be transparent about it. Customers are increasingly aware of this practice, and honesty can actually become a unique selling point in certain markets.
How do price display rules apply to cross-border sales within the EU?
The core EU principle is that you must respect the consumer protection laws of the country where the consumer is located. This means if you sell from the Netherlands to a consumer in Germany, your price display must comply with German law, which has its own specific nuances on areas like ‘Impulsankauf’ (impulse buying) and the phrasing of the checkout button. The requirement to show prices including VAT remains universal, but the specific VAT rate will be that of the consumer’s country once you exceed EU distance selling thresholds. Managing this complexity is where a service with international expertise proves its value, preventing costly cross-border legal issues.
Is it mandatory to show the price in the local currency of the customer?
Strictly speaking, it is not always mandatory to show the price in the customer’s local currency, but it is a critical best practice for conversion. The legal requirement is that the final price, in whatever currency it is displayed, must be clear and include all taxes and fees. However, if you do offer currency conversion, the exchange rate and any associated fees must be transparent. Surprising a customer with dynamic currency conversion fees at the payment stage is a common complaint. For serious cross-border sales, integrating a reliable multi-currency solution that shows localized, all-inclusive pricing is the standard.
What are the rules for displaying ‘free’ offers?
Using the term ‘free’ is highly regulated. If you promote an item as ‘free,’ the consumer must not have to pay anything for it, including shipping or handling costs. You cannot charge more for the main product to cover the cost of the ‘free’ item. If conditions apply, such as ‘free with any purchase over €50,’ this condition must be stated immediately next to the word ‘free’ in a similarly prominent font. The offer must also be genuinely available and not artificially limited. Misusing ‘free’ is one of the quickest ways to attract a fine from consumer watchdogs.
Do I need to honor a displayed price if it’s a mistake?
This is a complex area. If a pricing error is genuine and obvious (e.g., a €1000 television listed for €10), you may have a legal right to cancel the order, as there was no serious intention to sell at that price. However, you must prove the error was a clear and obvious mistake. For minor errors, courts often side with the consumer, enforcing the displayed price. The best defense is a robust process to prevent errors, including automated checks and a pre-publication review workflow. Having a clear ‘Terms and Conditions’ clause about pricing errors provides some protection, but it is not a guarantee.
How often do these price display laws change?
E-commerce and consumer law is a rapidly evolving field. While the core principles of transparency and fairness remain constant, specific interpretations and national implementations are updated frequently. For instance, the EU is continuously refining its directives on consumer rights and digital fairness. A business cannot afford to be complacent; what was compliant last year might be a violation today. This is the primary reason for partnering with a service that monitors these changes actively and updates its certification criteria accordingly, providing a dynamic shield against legislative obsolescence.
What is the one thing I should check on my product pages right now?
Go to your website as an anonymous, incognito user and add a product to your cart. Proceed to checkout. The single most critical check is this: Does the final price you see just before clicking ‘pay’ match the initial product price, or have unexpected costs appeared? If shipping, payment fees, or taxes were added late in the process without clear prior indication, you are likely in violation of the law. This ‘customer journey’ test is the most effective way to spot the compliance gaps that drive customers away and attract regulatory attention. It’s a simple check that I perform in every initial consultation.
Can I use strikethrough prices for items that are permanently on sale?
No, this is a classic misleading practice. A strikethrough price, indicating a previous higher price, must refer to a genuine prior selling price. If your product is always sold at the ‘sale’ price, then that is simply its regular price, and displaying a fake ‘original’ price is illegal. Consumer authorities consider this a deceptive comparison. The reference price must be the price at which you have actually sold a significant volume of the product for a reasonable time in the recent past. Permanently labeling a product as ‘on sale’ devalues the meaning of a sale and erodes consumer trust.
Are there rules about how I phrase the text on my ‘add to cart’ button?
Yes, the phrasing on call-to-action buttons is regulated to ensure they are not misleading. Buttons must clearly indicate a commitment to pay. Using neutral terms like ‘order with obligation to pay’ or ‘buy now’ is generally safe and legally required in some jurisdictions like Germany. Using vague language like ‘register’ or ‘subscribe’ for a purchase button is considered deceptive if it obscures the fact that the user is entering into a paid transaction. The button text must create a clear and correct understanding of the action the consumer is taking.
How do I legally display a price for a product with multiple variants?
For products with variants that have different prices (e.g., size or material), you can display a ‘starting from’ price. However, this must be the actual starting price for the cheapest available variant. You must also make it easy for the customer to see the specific price for each variant, typically through a dropdown selector that updates the price display immediately. The ‘from’ price cannot be a marketing gimmick; it must be a true reflection of the lowest possible cost for that product family. Hiding the cost of desirable variants is a frequent source of customer frustration and abandoned carts.
What are the rules for displaying taxes on an invoice versus the webshop?
The rules for the webshop display (the frontend) are strict: the consumer must see the total, all-inclusive price. On the subsequent invoice or receipt (the backend), you are required to provide a breakdown, showing the net price, the VAT rate, the amount of VAT, and the total. The key difference is timing and audience. The webshop price is for the consumer’s decision-making process and must be simple. The invoice is for record-keeping and must be detailed. Confusing these two contexts is a common error, where shops put tax breakdowns on product pages, complicating the price for the consumer.
Is it legal to have different prices for mobile users versus desktop users?
Technically, yes, this form of price differentiation is legal if it is based on commercial factors and not on protected characteristics like race or gender. However, it is a high-risk strategy for customer trust. If discovered, customers may feel deceived, leading to public backlash and damage to your brand’s reputation. The legal requirement for transparency still applies; the price displayed must be the full, final price for that specific context. If you engage in this practice, be prepared to justify it commercially and to handle the potential PR fallout. In my view, the risk rarely outweighs the reward.
How can a trustmark or certification help with price display compliance?
A reputable trustmark does more than just put a badge on your site. Its core value lies in the initial and ongoing compliance audit. For price display, this means an expert manually checks that your product pages, cart, and checkout flow adhere to all relevant laws regarding VAT inclusion, extra fees, and promotional pricing. It provides a documented, third-party verification that you are playing by the rules. This not only mitigates legal risk but also communicates to customers that your pricing is transparent and fair, which directly increases conversion rates. It turns a legal requirement into a competitive advantage.
What is the biggest misconception about webshop pricing laws?
The biggest misconception is that these are minor ’technicalities’ that can be ignored. In reality, price display regulations are at the heart of consumer trust and are aggressively enforced. Many shop owners think, “It’s just a small fee added later,” or “Everyone shows prices without VAT.” This groupthink is dangerous. Regulators and savvy consumers are specifically looking for these violations. Non-compliance is not a secret shortcut; it’s a ticking time bomb for your reputation and finances. Proactive, verifiable compliance is the only sustainable path for a serious e-commerce business.
Where can I find official templates for compliant price displays?
Official, government-issued templates are rare. The best sources for compliant examples are the knowledge bases and documentation provided by established trustmarks and e-commerce legal consultancies. These organizations translate complex legal texts into practical, implementable guidelines and code snippets for your website. They often provide example clauses for your Terms and Conditions regarding pricing errors and detailed checklists for your product information pages. Relying on these curated resources from experienced practitioners is far more efficient and reliable than trying to interpret the raw legal texts yourself.
About the author:
With over a decade of hands-on experience in e-commerce compliance, the author has conducted thousands of website audits across Europe. Specializing in consumer law and technical implementation, they have helped numerous online businesses build trust and avoid costly legal pitfalls. Their practical, no-nonsense advice is grounded in seeing what actually works in the real world of online retail.
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