Lidl will have to pay a fine for misleading consumer practices following an investigation by the French Fraud Control Authority. This decision could have consequences for the way it manages advertising. and the sale of the Monsieur Cuisine robot.
The French Directorate General for Competition, Consumer Affairs and Fraud Control (DGCCRF) has fined Lidl €65,000. The German distributor, which is very well established in France, is accused of promoting products through advertising that are not actually available.
“The Competition, Consumer Affairs and Fraud Control agents have established that SNC LIDL carried out advertising operations on the internet and in catalogs (TV spots not concerned) between 2020 and 2021, without having ensured the availability, in sufficient quantity, of some of the products concerned in certain stores participating in the operation”, explains the organization.
Lidl the fine for deceptive practices
The DGCCRF considered that these were “practices that are misleading to consumers”. The items concerned were “small household appliances (microwave oven, fryer, coffee machine...) and DIY items (pruning saw, cordless chainsaw, jigsaw...)”, it is specified.
Lidl has made a habit of selling various household appliances or electronics at low prices in order to attract consumers, who will go to the store to buy them and take the opportunity to do their shopping in the supermarket. Except that we regularly see that the items that Lidl has communicated about are not always available. The stock of these loss leaders is in reality very low, and many consumers leave empty-handed and frustrated from their return trip to Lidl.
While the famous Monsieur Cuisine robot does not seem directly targeted by this sanction, Lidl could well review its very specific communication around this highly requested product in the future, to avoid a new reminder from the Fraud Prevention Agency. The brand has made a habit of launching promotions on its food processor without always being able to meet demand.
A little over a year ago, the DGCCRF had already singled out Lidl in another case. It was accused of “lack of information or false information provided to consumers before and during their purchase regarding the availability time of spare parts for products sold (particularly electrical kitchen equipment, DIY tools, furniture and decoration)”. This breach earned him a fine of 328,000 euros.
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