Norway's Left Party is pushing to extend the mandatory reference price period for store discounts from 30 to 60 days, aiming to tackle what it calls misleading marketing tactics. The proposal targets the common retail practice of advertising a 'sale' price against a previously inflated 'original' price, a strategy critics say creates 'price traps' for consumers. 'Discounts are first and foremost good for the stores,' said Left Party (Rødt) finance policy spokesperson Mímir Kristjánsson, who tabled the motion in the Storting.
Shoppers Describe the 'Shady' Tactic
Amund Erlandsen, a shopper who just bought a reduced-price salad bar for lunch, calls the practice a sales tactic. 'It's a bit 'shady,'' he said. Erlandsen believes stores profit significantly by frequently tempting customers with offers. 'You go in to buy one item, but then there was a discount and you come out with four,' he explained. He thinks a longer period where the price must be the same would be beneficial. Fellow shopper Knutson, a student, admits to actively looking for deals but sometimes falling for bulk offers and buying more than needed. This experience is at the heart of the political argument: that current rules allow for artificial price inflation followed by a 'sale,' creating a false sense of urgency and value.
The Political Push for Stricter Rules
Mímir Kristjánsson's proposal directly asks the government to consider measures against misleading marketing. The core change would extend the period during which retailers must reference the lowest price a product has had. 'When it comes to fake discounts, it's about extending the period where you are forced to state the lowest price from 30 to 60 days,' Kristjánsson stated. He highlights the fundamental question shoppers should ask: 'If it's 20 percent off, the question you have to ask yourself is '20 percent off of what?'' He argues consumers have almost no ability to keep track of historical prices, making them vulnerable. The proposal also aims to make it harder to advertise what he considers artificially low prices, particularly on healthy food items, warning of price traps in that sector.
How Current Norwegian Price Laws Work
Under existing Norwegian marketing law, when a store advertises a discounted price, it must state the 'before' price. This reference price must be the lowest price the item has been sold at in the preceding 30 days. This rule is designed to prevent retailers from briefly hiking a price only to dramatically 'slash' it for a sale event. However, a 30-day window allows for relatively short pricing cycles. Kristjánsson's push for a 60-day 'reference price period' would double that timeframe, theoretically making it more difficult and costly for stores to manipulate the reference price. It would force a longer-term view of pricing consistency, providing a more stable benchmark for consumers assessing a deal's true value.
The Psychology of the Supermarket Shelf
The testimony from shoppers reveals the psychological effectiveness of discount tags. Marie Bjørnstad, another consumer, admits she generally trusts that offers are good. 'The automatic reaction is that 'oh yes, then it's cheaper.' It's not often I double-check what the previous price was in the first place,' she told our correspondent. This automatic trust is what the proposed legislation seeks to bolster with harder data. Veteran shopper Kviset advocates for vigilance. 'There are good discounts of course, but you have to pay attention,' he said, warning of 'lure discounts' that trap you. 'So you are forced to keep up.' His skepticism is born of experience: 'In principle, you should be able to trust it, but experience has taught me: pay attention, check and compare.'