Hungary’s Competition Authority (GVH) has fined supermarket chain Auchan HUF 68.9 million (approximately EUR 190,000) for misleading customers in several coupon promotions. The retailer failed to clearly communicate important conditions for obtaining and redeeming the discounts, including minimum spending requirements and the need for an active loyalty card.
The GVH launched an investigation in July 2025 into Auchan’s promotional campaigns advertised between 1 April 2024 and 12 February 2025. The authority found that the company had omitted significant information about the conditions attached to its coupons in three separate campaigns, each lasting around a month.
The promotions were advertised through various channels, including national television. However, customers were not adequately informed that they had to meet additional requirements to receive or use the discounts.
Minimum spending and loyalty card requirements were not clear
According to the GVH, the omitted information included the fact that customers had to spend a certain amount to qualify for the coupons. They also needed an active Auchan loyalty card, known as the Bizalomkártya, to redeem them.
The authority also identified differences between the rules applying to Auchan’s hypermarkets and supermarkets, as well as varying redemption periods for individual coupons. These conditions were not communicated clearly enough in the promotional materials.
The GVH’s Competition Council concluded that Auchan had engaged in unfair commercial practices and imposed a fine of HUF 68.9 million.
The authority took several mitigating factors into account when determining the penalty. Auchan admitted the infringement, waived its right to appeal and committed to improving its compliance programme.
The GVH also reminded businesses that whenever they advertise coupons or other discounts, they must provide consumers with complete information about the conditions for obtaining and using the offers at the same time as the advertisement itself.
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Auchan now fully owned by Hungarian investor
The fine comes as Auchan Hungary has undergone a major ownership change. In June 2026, the company became fully owned by businessman Dániel Jellinek’s Indotek Group.
Indotek had acquired a 47% stake in Auchan Hungary in November 2024, following a lengthy process lasting around four years. The deal already gave the Hungarian investor full management control of the retailer, despite the remaining ownership stake.
Auchan operates 25 stores across Hungary.
