What every entrepreneur needs to know about the legal framework of discounts and promotions
May 2025 - Giving discounts can win over customers, make your stock sell faster or attract new customers. But did you know that in Belgium there are strict rules around promotions? Especially in sectors such as clothing, shoes and leather goods, the rules are clearly defined. In this article, we will guide you through the basic principles, so that you are smart and legally correct.
1. The basic rule: transparency
Any discount must be clear to consumers. That means: you must clearly state the from-price and now-price, and the difference must be correct. Since 2022, you must use the lowest price of the past 30 days as the reference price for a discount. So: you may not raise your prices first and then ‘discount’.
2. Black-out periods: what is allowed and what is not?
Belgian law has two black-out periods per year: from 1 June to 30 June (for summer sales) and from 3 December to 2 January (for winter sales). During these periods, you may not announce price reductions in the clothing, shoes and leather goods sector. You may sell at reduced prices, but you may not actively promote or post those discounts. Combined sales (such as ‘2 + 1 free’) are allowed.
3. Sales: statutory periods
The sales itself starts on 3 January and 1 July, and runs for a month each time. During this period, you are allowed to advertise plenty of discounts. Again, the discount must be calculated fairly and correctly.
4. Sale: only in exceptional cases
Do you want to advertise extremely low prices outside the sales? Then you are only allowed to do so during a clearance sale, such as a closure, a move or a complete collection clearance. You must meet conditions for this and sometimes also make a notification.
5. Online or offline: the rules still apply
Whether you have a physical shop or an online shop: the rules are identical. You should always communicate discounts correctly, even in newsletters or on social media.
6. What to do in case of violations?
If you violate the rules, you can receive a warning or a fine from the FPS Economy. This can amount to thousands of euros. So working transparently is not only customer-friendly, but also legally smart.
Discounts are a powerful commercial tool - but only if you apply them correctly. Take the time to read up on the regulations or get advice from your sector organisation. That way, you combine commercial clout with legal peace of mind.
