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Almost 500 million guilders, exactly 480 million guilders penalty fee imposed by the Hungarian Competition Authority (GVH) on ÉkszerTV. The authority deemed the television show’s jewelry-selling practice unfair, and the fine must be paid by Emporia Style Kft., Which operates the show, the agency said on its website Monday.
The ÉkszerTV television program advertises jewelry that can be ordered over the phone at a significant discount of up to 80-90 percent. The Competition Authority’s investigation revealed that the broadcast’s jewelry sales practices were unfair to consumers in several respects: On the one hand, the program operator engaged in aggressive business practices, falsely claiming that the jewelry on display was available by a time and quantity very limited to the advertised sale price; In doing so, he wanted to encourage consumers to buy immediately. On the other hand, the discounted prices were compared with fictitious base prices, never before applied, which could not be considered market prices, or misled consumers through unfounded claims about certain characteristics of the jewelery.
The fined company undertook to put in place an internal procedure to prevent similar infractions in the future.
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