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Polish Authority Fines Zalando and Temu for Pricing Deceptions

1/15/2026

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Summary

Story summary

UOKiK (the Polish consumer protection authority) fined Zalando SE nearly 31 million zloty and Temu about 6 million zloty for misleading pricing practices.
The agency found Zalando manipulated reference prices by not disclosing the lowest price from the previous 30 days when advertising discounts.
The agency also found Temu inconsistently displayed pricing information.
Zalando SE plans to appeal the decision, claiming compliance with regulations.
UOKiK is also investigating six other firms for similar violations, with potential fines of up to 10% of their annual turnover.

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Story summary

UOKiK (the Polish consumer protection authority) fined Zalando SE nearly 31 million zloty and Temu about 6 million zloty for misleading pricing practices.
The agency found Zalando manipulated reference prices by not disclosing the lowest price from the previous 30 days when advertising discounts.
The agency also found Temu inconsistently displayed pricing information.
Zalando SE plans to appeal the decision, claiming compliance with regulations.
UOKiK is also investigating six other firms for similar violations, with potential fines of up to 10% of their annual turnover.