We advise and represent traders in Bulgaria on consumer law: promotions and price reductions, advertising and commercial practices aimed at consumers, terms and conditions, and complaints and inspections by the Consumer Protection Commission (KZP). We support businesses – manufacturers, importers, distributors and online shops. We work in English, German and Bulgarian.
When businesses need consumer law advice in Bulgaria
| Situation | What we do |
|---|---|
| A promotion or price reduction before launch | We check how the reduction is announced: which goods it covers, the conditions, the period and the previous price. |
| Several promotions one after another or in parallel | We determine the previous price for successive and parallel reductions and prepare the wording for each channel. |
| Discounts on bundles, vouchers or pre-orders | We assess whether the offer is a “price reduction” under the Act and what must be shown to the consumer. |
| Recommended prices and sales through dealers | We check that the reduction is genuine and how it is presented when goods are also sold by trade partners. |
| Material for trade partners that reaches consumers | We assess the risk and separate material for businesses from material for consumers. |
| Complaint or inspection by the KZP | We prepare the statement and evidence within the deadline and defend the trader before the KZP and, if needed, in court. |
| Advertising and web shops | We review advertising, web pages, terms and conditions and consumer communication for misleading and aggressive practices. |
| Price increases | We prepare the documents that show the economic justification of an increase during an inspection under the temporary regime. |
How price reductions are regulated
- Content of the notice (Art. 63 of the Consumer Protection Act, ZZP). It must state the goods or services, the conditions and the period.
- Form (Art. 64). The new price is shown next to the struck-through previous price, or the words “new price” and “previous price” are used, or the percentage is given with the new price next to the struck-through previous price.
- Previous price (Art. 65). This is the lowest price applied for at least 30 days before the reduction in the same shop, website or app. For progressive reductions it is the price before the first reduction.
- Duration (Art. 66). A reduction may not run for more than one month or for less than one working day. Up to six months is allowed only in cases listed in the Act, such as a clearance sale on the sale of the shop.
The rules on the previous price changed on 28 May 2022, so older interpretations that tie it to the price “in the last month” are no longer accurate. Art. 65 was amended again in 2026, with part of the amendment in force from 4 February 2027, so we check which version applies on the date of the campaign. The Act does not prohibit a new reduction on the same goods after a promotion has ended; what matters is the previous price and a clear statement of each campaign’s conditions.
Unfair commercial practices and the KZP
Commercial practices towards consumers must not be unfair (Art. 68в and 68г ZZP). This covers misleading practices (Art. 68д and 68е), the practices listed as misleading in the Act (Art. 68ж) and aggressive practices (Art. 68з and 68к). When the KZP finds an unfair practice, its chair issues an order prohibiting it (Art. 68л(1)). The chair may require the trader, within a short deadline, to prove that the practice is not unfair (Art. 68л(2)) and may order the advertiser to publish the act and the corrected advertisement (Art. 68л(3)). These measures are enforceable immediately even if appealed (Art. 68л(5)). After an order, consumers may claim a price reduction or termination of the contract and damages (Art. 68м). It is therefore best to have the evidence for campaign claims, prices and conditions in order before launch.
Temporary rule on price increases
From 9 August 2026 until 9 August 2027, unjustified price increases for goods and services offered to consumers are prohibited (Art. 68н ZZP). Where an increase is found, the authorities set a deadline in which the trader must prove its economic justification with information on how the price was formed before and after the increase. If the trader does not do so in time, the increase is deemed unjustified. Information requested in an inspection cannot be refused by invoking trade secrets (Art. 68о(6)). Traders should therefore keep data on supply costs, price components and the reason for each increase.
Fines
- Price reduction rules (Art. 63, 64, 65(1) and 66): EUR 250 to 3,000 for responsible individuals; EUR 400 to 4,000 for sole traders and legal entities (Art. 209).
- Unfair practices under Art. 68в and 68г: EUR 600 to 20,000 for individuals; EUR 1,500 to 50,000 for traders (Art. 210а).
- Listed misleading practices (Art. 68ж) and aggressive practices (Art. 68к): EUR 1,000 to 25,000 for individuals; up to 4% of the turnover in Bulgaria for the previous financial year for sole traders and legal entities (Art. 210б).
- Unjustified price increases (Art. 68н(1)): EUR 1,000 to 10,000 for individuals; EUR 10,000 to 100,000 for traders (Art. 210г).
Legal position as of October 2026.
Consumer protection law and unfair competition law
The same advertisement may be reviewed under the Consumer Protection Act (towards consumers, by the KZP) and under the Competition Protection Act (towards competitors, by the Competition Protection Commission). These are separate proceedings under two laws, and we review campaigns under both. See our page on unfair competition law in Bulgaria.
FAQ
1. Do you represent consumers?
We mainly act for traders: manufacturers, importers, distributors and online shops.
2. What is the “previous price”?
The lowest price applied for at least 30 days before the reduction in the same shop, website or app (Art. 65(2) ZZP). For several successive reductions it is the price before the first one (Art. 65(5)).
3. We received a letter from the KZP. What should we do?
Do not miss the deadline in the letter. Send it to us at once with the advertising material and the prices. We prepare the statement with the evidence. The KZP may require the trader to prove that the practice is not unfair (Art. 68л(2)).
4. Can a consumer complain that the price dropped further after the purchase?
The Act does not prohibit a new reduction on the same goods. A practice can be unfair if it misleads consumers about the terms of the campaign, so campaign names and conditions should be worded clearly.
How to start
Send us a short description of the matter, the campaign terms and materials, your price history for at least the last 30 days and any letter from the KZP with its date. We confirm our fee in writing before we start.
Contact
Write to us at info@reguligence.com with a short description of the matter. All our services: Reguligence, law firm in Sofia · In German: Verbraucherrecht für Unternehmen · In Bulgarian: Потребителско право за бизнеса