Hungary’s competition authority says Aldi misled consumers by claiming to offer the widest range of products and the best deals without sufficient objective evidence to back up the slogans.
Aldi has been fined HUF 123 million (approximately EUR 335,000) by Hungary’s Competition Authority (GVH) over an advertising campaign that claimed the supermarket chain offered the “Widest Range!” and the “Best Deals!”. The authority ruled that the statements were not adequately supported by objective evidence and were capable of misleading consumers.
The GVH launched competition proceedings against the retailer in the summer of 2025 after Aldi began using the slogans in its commercial communications in March that year. The company has since stopped the practice that prompted the investigation.
Why did Aldi receive the fine?
According to the GVH, Aldi based its claims on first-place awards it had won in the “Widest Range” and “Best Deals” categories at the 2024 Nők Lapja Food Awards.
However, the authority concluded that these awards were insufficient to substantiate claims of market leadership. The results were based on a subjective public vote, and relatively few businesses entered the relevant categories.
The GVH also argued that the categories’ very names could be misleading when used to support broad claims of superiority over competitors, given the limited number of participants.
Don’t miss this: New discount giant enters Hungary: Budapest store revealed as expansion plans take shape
What did the authority find misleading?
The GVH’s Competition Council determined that average consumers would interpret the advertising as meaning that Aldi objectively offered a wider product selection than its competitors and ran promotions providing greater discounts than those of other retailers. The campaign also suggested that these advantages had been independently recognised through an award.
According to the authority, Aldi did not have up-to-date, objective data at the time of publication to substantiate either claim. The HUF 123 million penalty was calculated with reference to the costs of the advertising campaign, the GVH said.
Stay up-to-date with Hungary Weekly Briefing: subscribe on Substack!
Lidl was fined over similar claims
The authority also used the case to remind businesses that claims of market leadership must be supported by objective evidence that clearly substantiates them when an advertisement is published.
Aldi is not the first major supermarket chain in Hungary to face a penalty over advertising practices. In August 2026, rival retailer Lidl was fined HUF 48 million following a separate GVH proceeding, Telex reported.
