Sales Promotion

Sales promotion is regulated in Greece by the Law on Consumer Protection, as amended.


Unfair commercial practices (misleading or aggressive) are prohibited.

A commercial practice shall be regarded as misleading if it contains false information and is therefore untruthful or in any way, including overall presentation, deceives or is likely to deceive the average consumer, even if the information is factually correct, in relation to the price or the manner in which the price is calculated, or the existence of a specific price advantage, and in either case causes or is likely to cause him to take a transactional decision that he would not have taken otherwise.


The following commercial practices are prohibited, as misleading, in all circumstances:

  • Bait advertising: making an invitation to purchase products at a specified price without disclosing the existence of any reasonable grounds the supplier may have for believing that he will not be able to offer for supply or to procure another supplier to supply, those products or equivalent products at that price for a period that is, and in quantities that are, reasonable having regard to the product, the scale of advertising of the product and the price offered.
  • In the case of special offers: falsely stating that a product will only be available for a very limited time, or that it will only be available on particular terms for a very limited time, in order to elicit an immediate decision and deprive consumers of sufficient opportunity or time to make an informed choice.
  • In the case of competition or prize promotion: claiming in a commercial practice to offer a competition or prize promotion without awarding the prizes described or a reasonable equivalent.
  • In the case of free products: describing a product as “gratis”, “free”, “without charge” or similar if the consumer has to pay anything other than the unavoidable cost of responding to the commercial practice and collecting or paying for delivery of the item.


The following aggressive commercial practices are prohibited:

  • In the case of prize competitions: creating the false impression that the consumer has already won, will win, or will on doing a particular act win, a prize or other equivalent benefit, when in fact either there is no prize or other equivalent benefit, or taking any action in relation to claiming the prize or other equivalent benefit is subject to the consumer paying money or incurring a cost.