Omnibus Directive: new obligations and consumer protection

What? The Omnibus Directive, which has been in force in Poland since the beginning of 2023, introduced new disclosure obligations for online stores, including those related to the presentation of price promotions and the verification of consumer reviews.

Why is this important? Although the new regulations have been in force for some time, many online stores still haven't implemented the required changes. Non-compliance with the directive can result in financial penalties and a loss of customer trust. It's worth reviewing exactly what has changed and how to adapt.

Who is this information for? For owners and administrators of online stores, e-commerce specialists, marketing agencies, and compliance departments at online companies.

Background and context

In an era of dynamic online commerce, the Omnibus Directive is becoming a key tool for consumer protection and business regulation. Although it was adopted on November 27, 2019, it will not be until January 1, 2023, companies – especially those operating in e-commerce – are required to strictly comply with it.

What does this mean in practice? Transparency. Honesty. Clear rules for presenting offers and communicating with customers. And these aren't just slogans—these are concrete obligations that have a real impact on how online sales are conducted.

One of the directive's main goals is to eliminate price manipulation . You know the situation where a product goes on a "big sale" even though its price was artificially inflated the day before? Such practices are meant to be eliminated. From now on, consumers should receive reliable and complete information about a product or service. In the world of online shopping, where we make decisions based on photos and descriptions, this is crucial.

Entrepreneurs' obligations: more transparency

The Omnibus Directive not only provides a protective shield for consumers, but also poses new challenges for sellers . Traders must operate in a more transparent manner, which requires them to provide information on, among other things:

• previous product prices – each promotion must include information about the lowest price from the last 30 days,
• rules applicable to promotions – the rules must be clear and accessible to the customer,
• credibility of customer reviews – the seller must indicate whether and how it verifies the authenticity of reviews.

In practice, this means no more buying fake reviews and hiding unfavorable comments. The goal of these changes is to rebuild trust between consumers and sellers —trust that can be fleeting in the digital world but is incredibly valuable.

What is the Omnibus Directive and what is its purpose?

Directive (EU) 2019/2161 of the European Parliament and of the Council , known as the Omnibus Directive, is a key European Union initiative aimed at strengthening consumer protection and adapting regulations to the realities of the modern market. Its main goal is to more effectively combat unfair commercial practices.

In the age of digital shopping and global transactions, this directive plays another crucial role: it increases market transparency . This allows consumers to make more informed purchasing decisions, and increases trust in sellers. Less manipulation, more clear rules – this is the directive's main message.

Scope and definition of Directive 2019/2161

The Omnibus Directive introduces changes to four key pieces of European Union legislation, including:

• Directive 98/6/EC – on the indication of product prices,
• Directive 2005/29/EC – on unfair commercial practices,
• Directive 2011/83/EU – on consumer rights,
• Directive 93/13/EEC – on unfair terms in consumer contracts.

In practice, this means new obligations for businesses, especially those operating online. Entrepreneurs must now:

• clearly present prices,
• provide full information about products and services,
• ensure transparency of promotions and discounts,
• avoid hidden costs and unclear descriptions.

This is a response to the dynamic growth of e-commerce, where consumers are often exposed to unfair practices. The directive enforces transparency and fairness in commercial relationships .

Main goals: strengthening consumer protection and market transparency

The Omnibus Directive has two main objectives:

• Strengthening consumer protection – by eliminating unfair practices such as fictitious promotions or hidden costs,
• Increasing market transparency – thanks to the obligation to clearly inform about prices, product origin and return conditions.

The new regulations require full transparency from businesses. Consumers must know:

• what is the current and previous price of the product,
• where does the product come from,
• what are the conditions for returns and complaints.

No fine print, no strings attached . This allows consumers to make informed decisions, and fair competition has a chance to thrive.

Amendments to earlier EU directives

The Omnibus Directive updates previous regulations, including:

• Directive 2005/29/EC – on unfair commercial practices,
• Directive 2011/83/EU – on consumer rights.

One of the most important changes is the requirement to report the lowest price of a product from the last 30 days before its sale . This will:

• the practice of artificially inflating prices before promotions is ending,
• consumers see the real value of the discount,
• gain greater control over purchasing decisions,
• the market becomes more fair and transparent.

That's what it was all about - honesty, transparency and real consumer protection.

Information obligations towards consumers

With the entry into force of the Omnibus Directive , businesses are now required to comply with new, more stringent information obligations towards consumers. This is an important change aimed at increasing transparency and protecting customers from unfair market practices.

The most important duties include:

• Informing about the lowest price of a product in the last 30 days before its sale - this prevents fictitious promotions.
• Disclosure of whether prices are set automatically – e.g., by algorithms.
• Ensuring compliance of products and services with the terms of the contract.

These initiatives aim to increase fairness and transparency in trade . Consumers gain greater control and confidence that they won't fall victim to price manipulation or false reviews.

Obligation to inform about the lowest price in the last 30 days

This is one of the pillars of the Omnibus Directive . According to Article 6a of Directive 98/6/EC (as amended by the Omnibus), the seller is obliged to clearly indicate the lowest price for a given product in the last 30 days before the reduction.

Why is this so important? Because it allows consumers to assess whether a promotion is real or merely a sham . Example:

This solution protects consumers from price manipulation and allows them to make more informed purchasing decisions.

Verification of the authenticity of consumer reviews

The new regulations clearly state that reviews must come from actual customers . Businesses are required to verify that reviews were submitted by people who actually purchased the product or used the service.

This means no more:

• buying fake reviews,
• manipulating comments,
• creating reviews on request.

This allows consumers to have greater confidence in reviews published online , which translates into fairer trade and a better shopping experience.

Disclosure of seller details and review source

Transparency is the foundation of trust . Therefore, businesses are obligated to disclose seller details and the source of reviews . This is especially true for online marketplaces, which must disclose whether the seller operates as a business or an individual.

Why is this so important?

• Purchasing from a trader gives the consumer more rights and guarantees.
• A transaction with a private individual may involve limited legal protection.
• A conscious purchasing decision helps avoid unpleasant surprises.

Thanks to this information, the customer knows with whom he is entering into a contract and what rights he is entitled to.

Information about individual price adjustments

Price personalization is no longer the future, but the present. The Omnibus Directive introduces the obligation to provide information if a product's price has been customized for a specific user —for example, based on their purchase history, product browsing history, or preferences.

In practice, this means that:

• the price can be set automatically by algorithms,
• different users may see different prices for the same product,
• the seller must clearly inform about such a mechanism.

This is important because the consumer has the right to know that the price has been personalized and may differ from what another user sees.

Prohibited trade practices and their consequences

In the world of retail, where competition is fierce and sales techniques are increasingly sophisticated, unfair commercial practices persist. The Omnibus Directive , a response to these actions, introduces a series of changes aimed at protecting consumers. What has changed? Among other things, artificial promotions and price manipulation have been banned . For example, raising prices just before a "big discount" is no longer a clever strategy, but an illegal act .

The new regulations have one main goal: to restore fairness in commerce and protect consumers . Thanks to these regulations, consumers gain real tools to protect themselves against fraud.

Fake promotions and price manipulation

We've all been fooled by a "promotion" that turned out to be just a sham. Fake promotions involve raising the price beforehand, only to later "lower" it, creating the impression of a bargain. The result? The customer pays the same price as before—or even more.

The Omnibus Directive introduces the obligation to disclose the lowest price from the last 30 days before the promotion . This makes it easier for consumers to assess whether the offer is actually advantageous.

Benefits of the new regulations:

• Greater transparency in the presentation of promotional prices
• Limiting price manipulation by sellers
• Better consumer protection against fake deals
• Greater trust in honest shops

Expanded blacklist of unfair practices

The Omnibus Directive isn't just about combating false promotions. It also introduces an expanded blacklist of unfair commercial practices . What's on it? Primarily, it addresses false reviews —both exaggeratedly positive and deliberately negative, intended to influence consumers' purchasing decisions.

The new regulations mean:

• Prohibition of publishing inauthentic reviews
• Sellers' obligation to verify opinions
• Harsh penalties for manipulating product ratings
• Greater trust in stores that operate honestly

The result? More authentic reviews, less manipulation , and greater online shopping security.

Prohibition on accepting payments before the withdrawal deadline has expired

The new regulations also introduce a ban on accepting payments before the statutory withdrawal period has expired . This applies particularly to unscheduled home visits , which often lead to pressure and ill-considered purchasing decisions.

What does this ban mean in practice?

• The seller cannot demand payment before 14 days from the conclusion of the contract
• The consumer gains time to calmly consider the decision
• Protecting older and more vulnerable
• Financial penalties for companies that break the rules

This not only provides greater safety for consumers, but also sends a clear message: honesty in trade is an obligation, not a choice .

New rules for online trading platforms

In the age of digitalization, online marketplaces don't just facilitate shopping—they shape it. In response to the dynamic growth of e-commerce, the Omnibus Directive introduces new regulations aimed at greater transparency and more effective consumer protection . This is a response to the reality that purchasing decisions are increasingly influenced by algorithms, rankings, and recommendation systems .

Information obligations for marketplaces and price comparison sites

From now on, sales platforms and price comparison sites must operate in a fully transparent manner. What does this mean in practice? First and foremost, the rules for sorting offers must be disclosed . Users should know why a given offer appears higher than others. Is this determined by price? Product popularity? Or perhaps a fee paid by the seller?

It's worth noting that if a price comparison site doesn't sell directly, it doesn't have the same requirements as marketplaces. The new regulations are flexible and tailored to the specific nature of each platform—after all, not every platform performs the same function in the purchasing process.

Transparency of offer placement and algorithms

One of the key elements of the new regulations is the disclosure of rules for listing offers in search results. Platforms must clearly disclose what influences a product's ranking. Among the most common factors are:

• Product popularity – number of purchases, ratings and user reviews.
• Seller Fee - A paid promotion that affects visibility.
• Matching to the user's query - the relevance of the offer to the search term.
• Purchase history and user preferences – personalize results.

While this may seem complicated, it's a simple principle: if a product appears at the top of the list because the seller paid for better visibility, the user needs to know about it . This information allows them to make more informed purchasing decisions and avoid being fooled by appearances of the "best" offer.

The role of platforms in identifying sellers

The new regulations also emphasize the identification of sellers . Platforms are required to disclose whether a given seller is operating as a business or as a private individual . This information is crucial because it determines the rights of the buyer—for example, the right to withdraw from the contract within 14 days without giving a reason .

In practice, this means that before you click "buy now," you can check who you're signing a contract with. It's a small detail that can make a huge difference . In an age where online shopping is almost automatic, transparency is becoming not only a legal requirement but also the foundation of trust and security in the digital world .

Extended consumer rights

The Omnibus Directive introduced a number of significant changes that significantly strengthen the position of consumers. It's not just a collection of new regulations—it's a real protective shield against unfair practices . One of the key changes is the extension of the withdrawal period , which gives consumers more room to make purchasing decisions calmly—especially when they're under pressure or in a hurry.

Extended withdrawal period

One of the most noticeable changes is the extension of the withdrawal period to 30 days . This applies to purchases made during unannounced visits – for example, at the consumer's home. Such situations often involve pressure, lack of time to analyze the offer, and quick decisions.

Thanks to the new regulations, you can now:

• analyze the offer calmly – without time pressure,
• compare it with other available options – to choose the best one,
• cancel your purchase without incurring any costs – if you decide it is not for you.

This is especially important for seniors , who are often targeted by such actions. The new regulations give them more time to make informed and well-considered decisions—without stress or pressure.

Protection for unscheduled visits and sales trips

The Omnibus Directive also introduces additional safeguards in the event of unannounced visits and so-called sales trips . You know those trips that start innocently but end with the purchase of expensive household appliances? Now, businesses must operate transparently and honestly.

The new obligations of entrepreneurs include:

• clearly defining the purpose of the meeting – without hiding the intentions,
• prohibition of concealing the commercial nature of the event – ​​the consumer must know that it is a sale,
• the obligation to respect the right to withdraw from the purchase – without pressure or consequences.

Example: If you're offered medical equipment during a sales trip, you have every right to go home, think it over, and—if you decide it's not for you—resign. No explanations, no costs, no stress.

Scope of products covered and excluded from the obligations

The new regulations clearly define which products and services are subject to the new rules . This applies to both physical items and services—including increasingly popular digital services such as streaming subscriptions, mobile apps, and other online solutions.

However, not all products and services are subject to the same regulations. There are logical exceptions that take into account the specific nature of a given product or service:

• perishable products – e.g. fresh fruit and vegetables,
• items made to individual order – e.g. custom-made furniture,
• services fully implemented with the customer's consent – ​​e.g. immediate performance of the service after purchase.

This is a sensible approach – after all, you can't return a meal you've already eaten . Such exceptions make the regulations flexible and adaptable to market realities, while also providing effective consumer protection where it's truly needed .

Enforcement and sanctions

Enforcing the Omnibus Directive isn't just about compliance—it's about fighting for market integrity and genuine consumer protection from manipulation. The new regulations aim not only to streamline the rules of the game but, above all, to increase transparency and customer safety .

Companies that choose to ignore these regulations face serious consequences – fines can reach up to 10% of annual turnover . This is no accident – ​​such high sanctions are intended to act as a deterrent and restore market balance.

Penalties for violating the Omnibus Directive

Businesses who violate the Omnibus Directive risk significant financial penalties. The sanctions system is designed not only to punish but also to effectively deter unfair practices.

For example, a company that misled customers three times by pretending to offer promotions that didn't exist could face the maximum penalty. But that's not all – the damage to reputation can be far more severe than a financial penalty . In the age of the internet, where opinions spread rapidly, customer trust is a valuable asset that can't be regained overnight.

The role of the Office of Competition and Consumer Protection and the Trade Inspection in control

The Office of Competition and Consumer Protection (UOKiK) and the Trade Inspection are the institutions responsible for supervising compliance with the provisions of the Omnibus Directive.

• UOKiK – has the right to impose fines on companies using unfair practices.
• Trade Inspection – conducts inspections and analyses the market situation, supporting the activities of the Office of Competition and Consumer Protection.

This collaboration enables rapid detection of irregularities and effective response to threats to consumers. Honest entrepreneurs can feel secure – they don't have to worry about unfair competition gaining an advantage. Everyone plays by the same rules .

Examples of violations and possible consequences

What actions most often violate the Omnibus Directive ? Here are the most common cases and their potential consequences:

While these may seem minor at first glance, they are actually serious violations of consumer law . Besides financial penalties, companies risk losing something far more valuable: their customers' trust .

In the digital age, where a single negative review can spread online in minutes, even the best marketing campaign won't be able to repair the damage. Therefore, it's worth considering even harsher sanctions , such as:

• temporary suspension of activities,
• the obligation to publicly admit guilt,
• publication of the UOKiK decision on the company's website,
• obligation to return funds to customers who were misled.

Such measures can effectively deter unfair practices and contribute to building a healthier market.

The Omnibus Directive in the context of EU law

Within European Union law , the Omnibus Directive represents a significant step towards strengthening consumer protection. Its main goal is to harmonize regulations across the EU and ensure a high level of shopping security – especially in an era of dynamic e-commerce growth and globalization.

This isn't just a piece of legislation—it's part of a broader reform aimed at increasing market transparency and consumer trust . Yet these two elements are the foundation of healthy buyer-seller relationships.

The introduction of the directive also brings new obligations for entrepreneurs . Among other things, they must:

• provide precise information about prices and promotions,
• indicate the authenticity of reviews – e.g. whether the reviews come from real customers,
• ensure transparency of marketing activities.

It is not only a way to fight manipulation, but above all a tool supporting informed purchasing decisions of consumers .

Relationship with Directives 98/6/EC, 2005/29/EC and 2011/83/EU

The Omnibus Directive does not operate in isolation from other regulations. On the contrary, it modifies and supplements existing legislation , such as:

These connections make it easier to understand how the new regulations affect everyday shopping. For example, the obligation to disclose the lowest price from the last 30 days before a promotion . No more inflating prices just before a "big discount" – now everything must be clear and transparent .

These changes are a response to the evolving way we shop —especially online. As e-commerce grows in importance, the new regulations aim to create a fair and transparent marketplace . This means consumers can feel more confident in having access to reliable information about products and their prices.

Application of the Rome II Regulation to non-EU entities

Regulation (EC) No 864/2007 , known as Rome II , plays a key role in the application of the Omnibus Directive to companies outside the European Union. It defines the situations in which EU rules can be enforced against companies outside the EU .

What does this mean in practice? Even if a seller is based in Asia or North America but targets customers in the EU , they must comply with EU consumer protection rules.

Thanks to Rome II, the Omnibus Directive is gaining real significance beyond the territory of the Community . This approach:

• levels the playing field,
• reduces the risk of fraudulent activities of foreign companies,
• increases consumer safety in the EU , regardless of where the purchase is made.

As a result, consumers can feel safer – regardless of whether they are buying from a local retailer or from a company on the other side of the world .

Impact on the digital world and digital marketing

The introduction of the Omnibus Directive has sparked significant changes in the world of e-commerce and digital marketing . The new price transparency regulations have one overarching goal: protecting consumers from online price manipulation . As online shopping has become commonplace, this topic is particularly relevant.

For companies, this is a clear signal: it's time to review their sales and communication strategies . In many cases, a complete overhaul will be necessary. This is not only a legal obligation but also an opportunity to gain customer trust, build loyalty, and stand out from the competition .

Automated decision-making and price personalization

In an era where algorithms and dynamic pricing are commonplace, the Omnibus Directive introduces clear rules. If a product's price has been adjusted for a specific user—for example, based on their location, purchase history, or online activity— the seller must inform the customer .

This isn't just a formal requirement, but also a step toward greater transparency and trust. Artificial intelligence increasingly determines what we see in stores and at what price . For example, if you see a higher price than your friend, even though you're visiting the same online store, you have the right to know why . And that's fair.

Personalized offers and information obligations

However, the directive provides for some exceptions. When a personalized offer is sent directly to you—for example, via an app, email, or text message—and is not publicly available , the seller is not obligated to disclose the previous price .

This opens up new opportunities for marketing:

• Greater flexibility in creating offers – the ability to tailor promotions to specific recipients.
• More effective campaigns – better tailoring messages to customer needs.
• Building relationships – personalization fosters loyalty and engagement.
• No obligation to disclose price history – greater freedom in shaping promotions.

Sounds like an opportunity? Definitely . But be warned— flexibility doesn't mean freedom . Personalization can't degenerate into manipulation. Maintaining a balance between campaign effectiveness and fairness to the customer is key . Easy? Not necessarily. Profitable? Definitely .

Loyalty programs and exceptions to the obligation to provide information

Similar rules apply to loyalty programs . If the discounts offered are not publicly available , the seller is not required to disclose the product's previous price .

This is good news for brands that want to reward their loyal customers with exclusive offers. This approach:

• Strengthens customer relationships – loyalty is rewarded in an exclusive way.
• Increases engagement – ​​consumers are more likely to participate in loyalty programs.
• Allows you to create unique promotions – without having to reveal your pricing history.
• Supports a long-term marketing strategy – based on trust and transparency.

It's worth remembering, however: even if the law allows for exceptions, transparency always pays off . Customer trust is a capital asset that no promotion can buy . And once lost, it's difficult to regain .

Products and situations covered by exceptions

The Omnibus Directive provides for specific exceptions to standard disclosure requirements. These apply to both specific product categories and unusual market situations. The purpose of these exceptions is to ensure flexibility – regulations must keep pace with the dynamic commercial landscape, where not every product and promotion fits a single mold.

Goods with a short shelf life and new products on the market

For perishable products and new products introduced to the market , the directive provides for an exemption from the obligation to report the lowest price in the last 30 days. The reason? Prices for these goods can change very dynamically , even from day to day, making rigid regulations impractical.

Examples of use of this exception:

• Fresh fruit and vegetables – due to their short shelf life, they often go on sale before they spoil.
• New products introduced to the market can be discounted without having to disclose previous prices, which makes it easier to promote them and test consumer reactions.

The result? Greater flexibility for sellers and faster adaptation to market needs.

Gradual price reductions and their specifics

The directive also covers gradual price reductions that are part of planned promotional campaigns. In such cases, retailers are not required to disclose every previous price, allowing for greater flexibility in marketing campaigns.

Application example:

• A seasonal sale in which prices drop in stages – for example, first by 10%, then by 20%, and finally by 30%.

Thanks to this solution:

• Sellers do not have to update the lowest price information from the last 30 days every time.
• They save time and gain greater flexibility in planning promotions.

When the obligation to provide information about the price does not apply

Not every price change requires the disclosure of the previous price level. For regular price list updates, unrelated to promotions , businesses are exempt from the obligation to disclose the lowest price from the last 30 days.

This applies to situations such as:

• Reaction to changes in production costs – e.g. increases in raw material prices.
• The impact of inflation – adjusting prices to the current economic situation.
• Changes in exchange rates – particularly important in the case of imported goods.

Similarly, generic advertising slogans like "super deal" or "best quality" are not subject to stringent disclosure requirements. This allows for greater freedom in marketing activities and allows companies to be creative without risking violations.

Summary: The exceptions provided for in the Omnibus Directive are important because they allow for a balance between consumer protection and business flexibility . New products or situations may emerge in the future that will also require similar solutions. The law must keep pace with the changing market – time will tell how it will develop further.

Implementation of regulations into national law

In Poland, the Omnibus Directive was implemented by the Act of December 1, 2022. The new regulations entered into force on January 1, 2023 , meaning businesses had a very limited time to adapt to the changes. The regulation aims to increase market transparency and more effective consumer protection .

The legislative process began in July 2021 and culminated in the signing of the amendment to the Consumer Rights Act by the President of the Republic of Poland on December 6, 2022 .

Obligations for entrepreneurs operating in Poland

The implementation of the Omnibus Directive has imposed a number of new obligations on Polish businesses, which have a real impact on their daily operations. One key requirement is the obligation to inform customers of the lowest price of a given product within the last 30 days before its reduction . This is intended to eliminate unfair practices, such as artificially inflating prices before a promotion.

But that's not the only change. Businesses must also adapt to new consumer protection standards, which often means:

• updating IT systems – to automatically present the required pricing information,
• modifying marketing strategies to comply with new regulations,
• verification of product reviews – entrepreneurs must ensure that the published reviews come from real customers.

While these changes may seem burdensome, they actually represent an opportunity to build stronger relationships with customers and increase brand trust .

Practical tips for e-tailers and brick-and-mortar stores

For store owners—both online and brick-and-mortar— the Omnibus Directive not only presents new obligations but also an opportunity to improve service quality and strengthen customer relationships . What should you do to not only meet the requirements but also benefit from the changes?

1. Invest in modern sales software – the system should automatically display the lowest price from the last 30 days.
2. Train your team – employees must be familiar with their new information obligations towards customers.
3. Analyze your returns and complaints policy – ​​make sure it complies with current regulations.

Yes, it can be a challenge. But it's also a huge opportunity . In the long run, these changes truly pay off— they help build customer loyalty and strengthen your company's position in an increasingly competitive market .

FAQ Omnibus Directive – frequently asked questions and answers

What is the Omnibus Directive?

The Omnibus Directive is a European Union regulation aimed at strengthening consumer rights in the digital world. It introduces new disclosure obligations for sellers, particularly regarding promotions and reviews. It will apply in all EU countries from 2022.

What obligations does the Omnibus Directive impose on online sellers?

Among other things, sellers must disclose the lowest price for a given product within the last 30 days prior to the promotion. Furthermore, they must indicate whether product reviews come from actual customers. This increases the transparency of online store offers.

Since when has the Omnibus Directive been in force in Poland?

In Poland, the regulations implementing the Omnibus Directive entered into force on 1 January 2023. From that moment on, the obligations arising from the directive are binding on all entities conducting online sales on the EU market.

What does it mean to show the lowest price in the last 30 days?

During each promotion, the seller must disclose the lowest price for that product in the last 30 days. This is to prevent artificially inflating prices before the discount. This information must be visible next to the current promotional price.

Does the Omnibus Directive only apply to online stores?

No, it covers both online and offline sales. However, the digital world is the primary regulatory area, as that's where price manipulation and opinion manipulation most often occur.

What are the consequences of non-compliance with the Omnibus Directive?

Failure to comply with regulations carries significant financial penalties, up to 10% of a company's annual turnover. Furthermore, sellers may lose customer trust and credibility with regulatory authorities.

Is it necessary to verify the authenticity of reviews?

Yes, if an online store displays reviews, it must indicate whether and how it verifies their authenticity. If no such verification is provided, it must also clearly state this. This ensures fairness and transparency in reviews.

Does the obligation to provide information about the promotional price apply to all products?

Yes, it applies to all physical goods sold to consumers. It does not cover services, digital products, or subscriptions, but these areas may also be covered by other regulations.

How to implement the Omnibus directive in an online store?

Your store's software should be updated to automatically record prices and display accurate pricing information. It's also worth implementing review verification mechanisms and updating your terms and conditions and information policies.

Are marketplace platforms also subject to the directive?

Yes, platforms like Allegro and Amazon must provide buyers with clear information about sellers and their responsibility for fulfilling orders. This also applies to providing data on prices and the origin of reviews.

Do Black Friday promotions also have to comply with Omnibus regulations?

Yes, all promotions, including seasonal ones like Black Friday or Cyber ​​Monday, must display the lowest price from the last 30 days. Failure to do so may be considered misleading.

Are there ready-made tools for compliance with the directive?

Yes, many e-commerce platforms offer ready-made modules compatible with Omnibus. You can also utilize the services of e-commerce advisors who can help you implement all technical and legal requirements.

What actions should you take to be Omnibus compliant?

It's worth conducting an e-commerce audit, implementing pricing mechanisms, and testing promotional messages. Standardizing review procedures and documenting their sources will also help ensure regulatory compliance.

Does the directive affect the store's marketing strategy?

Yes, it introduces new limitations in promotional communication, so you need to rethink how you present them. However, a well-designed promotion with a transparent message can strengthen brand trust.

Where can I find more information about the Omnibus Directive?

Detailed information can be found on the websites of the Office of Competition and Consumer Protection (UOKiK), the European Commission, and industry-specific e-commerce portals. It's also worth following specialist blogs, such as the Digital News .

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