The discounter Lidl will change its advertising policy. In the future, both the total price and the legally required base price for all products will be clearly and uniformly displayed in all printed brochures - regardless of whether customers use the Lidl Plus app or not. This follows an agreement with the Baden-Württemberg Consumer Center, which was announced on Tuesday.

The trigger for the legal dispute was the advertisement for "Metzgerfrisch Premium Lamb Loins in Spice Marinade," where Lidl prominently advertised only the discounted app price of 5.50 euros in a brochure. The regular price of 7.00 euros appeared only small, struck through, and without a clear indication of the price validity for non-app users. The base price was also indicated only on the basis of the app offer – a clear violation of the Price Indication Regulation, according to consumer advocates.

After a warning from the consumer center, Lidl initially refused a cease-and-desist declaration. Only after the lawsuit was filed with the Heilbronn Regional Court did both parties reach an out-of-court settlement. The agreement now obligates Lidl to significantly improve price transparency.

Gabriele Bernhardt, head of the legal department at the consumer center, made it clear: "Consumers must be able to recognize at a glance what a product costs, whether with or without an app." The crossed-out price, which was prominently placed in advertising, had the opposite effect.

Apps like Lidl Plus allow retailers to work with personalized offers – in exchange for customer data. Users receive partly exclusive discounts, while retailers gain valuable insights into shopping behavior. However, the line between targeted marketing and misleading price presentation is thin.

Similar proceedings are currently underway against Penny and Rewe. The decision against Lidl is likely to have a signaling effect on the entire food retail sector.