Photo: Depositphotos

The Polish Office for Competition and Consumer Protection (UOKiK) has fined the owner of the Biedronka retail chain, Jeronimo Martins Polska, almost 105 million zlotys (over EUR 24.72 million). About it says on the UOKiK.

The regulator penalized Biedronka for misleading customers during advertising campaigns "Special Wednesday" (Specjalna Środa) and "Valentine's Day Wednesday" (Walentynkowa Środa).

Disable ads
Disable ads
Read also
"Thinking big". Ukrainian manufacturer sells to Walmart in the US

In early 2024, the chain ran one-day promotional campaigns promising a "100 percent voucher refund" for purchases of certain goods.

UOKiK found that the conditions for using the vouchers were much more complicated than the advertising materials on the radio, mobile app, social media, and in the stores themselves.

Consumers could not use the voucher to buy any product, as the advertising slogan suggested. To use the voucher, they had to make additional purchases from the category specified by the seller and spend a certain amount – often higher than the face value of the voucher itself.

In addition, consumers "did not have a real opportunity" to familiarize themselves with the full terms of the promotion in advance, the regulator emphasized. Information about the limit of one voucher per person, the minimum amount of a check, or restrictions on weight of goods was available only on the website, on bulletin boards behind the cash register, or on the voucher itself, i.e. after the purchase. Many customers complained about this on social media.

Disable ads

"The promotional communication missed key terms, giving consumers the false impression that the goods could be obtained 'for free' and that the voucher was a 'gift,'" said Tomasz Chrystny, head of UOKiK.

According to him, the evidence collected shows that the company deliberately violated the collective interests of consumers.

The decision on the fine has not yet entered into force. Biedronki's press service said that the company intends to appeal the decision in court.

  • Biedronka is the largest retail chain in Poland. It is owned by Jerónimo Martins Polska, a subsidiary of the Portuguese Jerónimo Martins group. As of the end of 2024, the chain had 3730 outlets in more than 1000 locations across the country. In 2025, the company planned to open 130 to 150 new stores in Poland.