Fausses réductions : la DGCCRF muscle ses contrôles

Before the end-of-September French Days, it's better to be wary of strikethrough price tags that are too good to be true. The Directorate-General for Competition, Consumer Affairs and Fraud Control (DGCCRF) has just stepped up its checks on fake online discounts, with a series of sanctions coming down a few weeks before the major promotional events of the back-to-school season. Retailers and influencers are now in the same crosshairs.

A record fine against Boohoo for false promotions

On 20 August 2026, the DGCCRF imposed a fine of €2.33 million on the online fashion site Boohoo, after analysing several hundred items sold on boohoo.com. Result of the investigation: 95% of the promotional listings examined were found to be non-compliant. In detail, 40% of the displayed « discounts » were not real, 7% were lower than the advertised percentage and, more seriously, 48% actually corresponded to price increases disguised as bargains. The British retailer was also sanctioned for presenting synthetic materials as « leather » or « suede », in breach of textile labelling rules. To put this case back into its regulatory context, what the regulations really say about promo codes and discounts is worth rereading before any major purchase.

Influencers promoting promo codes also under scrutiny

Retailers are not the only ones concerned. According to the DGCCRF's official report, 280 influencer accounts were inspected, and corrective or punitive measures were taken against 46% of them: absence of the « Publicité » label, misleading promises or promotion of prohibited products. The law governing commercial influence, fully applicable in 2026, now requires that any promo code slipped into a paid video or story be accompanied by a clear and visible advertising label for the entire duration of the content. This serves as a reminder that learning how to combine promo codes and cashback when shopping online requires a minimum of vigilance about the true origin of the deal.

The crossed-out price must reflect the past 30 days

Since the transposition of the European Omnibus Directive into French law, a trader displaying a discount must obligatorily refer to the lowest price applied during the 30 days preceding the promotion, and no longer to a « recommended » price or a price artificially inflated for the occasion. It is precisely this principle that Boohoo allegedly failed to respect according to the DGCCRF's investigation. The rule applies to all online sales channels, from merchant websites to marketplaces, and covers both sales and one-off events such as the French Days, expected at the end of September 2026.

How to spot a fake discount before checking out

Compare the displayed price with the product's price history over several weeks, using a price comparison site or a price-tracking extension ;
Check that the announced percentage corresponds to a real gap with the usual price, and not to a « recommended » price never applied in-store ;
Be wary of a promo code shared by an influencer without a clearly displayed « Advertisement » label ;
Favor retailers that detail the origin of their reference price in their terms and conditions ;
Keep in mind that some cashback or referral programmes can disappear overnight, as shown by the closure of Rakuten France, which disrupted a whole segment of the cashback and referral ecosystem.

These checks take only a few minutes, but they avoid the trap of a « discounted » basket that is not really discounted, while a growing number of French people are looking to make their everyday purchases pay through referrals and cashback. With fines now running into the millions of euros, the authorities hope the message will deter the most dubious practices before the next big wave of promotions.

Frequently Asked Questions

What is a fake discount under the law ?

It is an announcement of a price reduction that does not refer to the lowest price actually applied during the 30 days preceding the promotion, or that in reality conceals a price increase disguised as a promotion.

Does an influencer who shares a promo code have to disclose it ?

Yes. As soon as the content is paid for or provided by a brand, the label « Advertisement » must appear clearly, legibly and immediately identifiable for the entire duration of the video or story.

How to check that a promo code is reliable before the French Days ?

By comparing the displayed price with the product's recent price history, cross-checking the offer on the retailer's official site, and being wary of discounts advertised without a clear reference to the prior price.