How retailers can avoid costly mistakes in retail price labelling
Discount promotions are at the heart of retail - but since 2025, the legal slippery slope has been thinner than ever. Those who slip up with price labelling not only risk warnings, but also the trust of their customers. This article explains how retailers can implement the latest judgements of the ECJ and BGH and why digital solutions such as ESL in combination with PRESTIGEenterprise are now indispensable.
Since the reform of the Price Indication Ordinance (PAngV) In May 2022, retailers must state the lowest price of the last 30 days when offering price reductions. New judgements by the ECJ (2024) and the BGH (2025) have significantly tightened the requirements.
This means for the stationary retail trade:
- Discounts must be applied directly to the 30-day best price refer (ECJ 2024).
- The reference price must be clearly visible and understandable - not in the small print (BGH 2025).
- Prices must clearly legible, clearly assigned and complete including VAT and base price.
Those who implement price labelling properly gain trust, efficiency and legal certainty.
Price labelling - legal basis
Since 2022, price labelling in stationary retail has no longer been a detail, but a key legal issue. The reform of the Price Indication Ordinance (PAngV), in force since 28 May 2022, introduced the obligation to indicate the lowest price of the last 30 days in the case of price reductions.
The requirements have been amended by current case law 2024 (ECJ) and 2025 (BGH) significantly more stringent. This is why error-free labelling and advertising content are more important than ever in the retail sector. The advertised price reduction must always refer to the lowest total price of the last 30 days. A mere additional indication of this price is not sufficient.
Typical errors in retail price labelling
- Incorrect reference price (not the real 30-day best price)
- Discount refers to RRP or „moon prices“
- Best price is difficult to read or hidden
- Different prices on label, poster and display
- Lack of documentation of price development
If other comparative prices (e.g. RRP or strike prices) are used in addition to the 30-day best price, it must be clearly recognisable that the price reduction relates exclusively to the 30-day best price
Most violations do not occur intentionally, but due to a lack of processes.
Typical pitfalls in price labelling
Errors are often not intentional, but are caused by outdated processes. The most common risks include
- Outdated labels: The price on the shelf differs from the price in the cash register or on the promotion display.
- Manual calculation errors: The 30-day best price is calculated incorrectly or the discount is calculated incorrectly.
- Lack of documentation: In the event of an audit, the price development of the last 30 days cannot be fully documented.
- Inconsistency: Print posters and digital screens show different information.
The risk: incorrect price labelling leads to expensive warnings, fines and - what is often more serious - massive customer annoyance and abandoned purchases.
The solution: process reliability with PRESTIGEenterprise
In order to meet the requirements of PAngV, ECJ and BGH, retailers need centralised control instead of manual isolated solutions. This is where the PRESTIGEenterprise content management software comes in.
Automation instead of a source of error
Instead of checking each label individually, PRESTIGEenterprise connects your merchandise management system directly with the price labelling.
- Centralised templates: You use legally compliant designs that automatically calculate the 30-day best price and the basic price.
- Real-time updates: If a price changes at the head office, the information is updated simultaneously on all output media - from the printed leaflet to the in-store screen.
- Legally compliant design: The software ensures that all mandatory information according to § 3 and § 4 PAngV appears in the correct hierarchy and legibility.
- Does the discount apply exactly to this price?
- Is the reference price clearly visible?
- Does an exception apply in accordance with Section 11 (4) PAngV (e.g. perishable goods)?
Processes instead of chance
The biggest problems arise from a lack of coordination within the processes. For example, a price is changed in the system but the label is not updated. Or a promotion is started but the old poster remains in place and the digital content runs asynchronously.
A centralised database is essential for functioning processes. This is the only way to create standardised templates with automated price transfers. Clear approval processes must also be defined
The game changer: Electronic Shelf Labels (ESL)
Electronic shelf labels are an important lever for low-error price labelling in retail. They enable fast price updates, central control and better synchronisation with merchandise management, which can significantly reduce manual errors and outdated labelling.
Why ESL shines in combination with neutral software:
- Synchronicity: Price changes are made in a matter of seconds and are 100 % congruent with the cash register.
- Efficiency: Employees no longer have to stick paper labels and have more time to advise customers.
- Manufacturer independence: PRESTIGEenterprise controls ESL models from different manufacturers. This makes you flexible for the future and prevents expensive system lock-ins.
What is important here is that ESL alone does not solve the problem. Only in combination with clean processes, consistent master data and a manufacturer-independent control system can a resilient system for legally compliant price communication be created.
Why PRESTIGEenterprise is convincing here
To avoid overloading the IT landscape with many software solutions, we recommend the software solution PRESTIGEenterprise. It is particularly suitable for retailers who not only want to digitalise their price communication, but also control it in a structured and scalable way. The software combines centralised templates, automated playout and cross-media consistency - ideal for chain stores that work with many price and promotional campaigns.
- Fewer manual errors in discount and best price communication.
- Automated base price and discount calculation
- PAngV-compliant
- Synchronisation between head office and branch
- Consistent output for labels, posters and digital media
PRESTIGEenterprise supports error-free, legally compliant and standardised price communication at the POS.
Conclusion: Legal certainty begins with price communication
Conclusion: Legal certainty begins with price communication
The 30-day best price is a key element of legally compliant price communication in retail. Those who clearly display discounts, control processes centrally and rely on digital solutions such as ESL and a strong content management platform such as PRESTIGEenterprise not only protect themselves from legal consequences, but also increase professionalism at the POS.
Not every advert requires the 30-day best price! The obligation to indicate the lowest price of the last 30 days only applies to specific price reductions (e.g. „-20 %“, „now cheaper“). It is not mandatory in the case of a genuine RRP comparison without discount effect or pure price labelling without discount.
One example:
- RRP without discount effect → ok
- RRP + discount („-30 %“) → then 30-day rule applies
Would you like to digitise your price communication in compliance with the German Pricing Ordinance (PAngV)? We would be happy to advise you on the possibilities of PRESTIGEenterprise and ESL! Enquire now
About the author
Sandy Heinzmann has been rocking marketing at Online Software for over 15 years, with a flair for stories that stick and campaigns that catch the eye. She is the bridge builder between software code and the reality on the shop shelf. As a self-confessed AI pragmatist in retail tech marketing, she knows that a technology is only as good as the story it tells. From RFID to augmented reality - she looks for added value in the tech jungle and shares her experiences from her clients„ projects. Her heart beats for stationary retail, her mind works digitally and her texts are the opposite of “Special offer: 20% on everything". She provides insights from the engine rooms of large retail groups and courageous retailers - guaranteed without technical Latin, but with a lot of passion.
About Online Software AG
Development of solutions for international wholesale and retail. The medium-sized company based in Heidelberg has been supporting retailers with software solutions for professional store advertising for over 25 years and is the market leader in the field of cross-media in-store communication and sales promotion with more than 65,000 installations in 35 countries. With the PRESTIGEenterprise software, the online software offers a communication platform for addressing customers at the POS that includes both traditional media and digital output media.