Lidl faces a €43 million payout to Intermarche after the Paris appeals court ruled its advertisements deceptive. The court found that Lidl's ads, which ran from 2017 to 2023, were misleading as the advertised products were not available at the advertised prices in all stores for a required duration. The court identified these ads as likely to deceive consumers due to inadequate information in small print and voiceovers directing customers to visit Lidl's website for details. Lidl announced intentions to appeal the ruling, while Intermarche did not comment on the case.
The Paris appeals court ordered Lidl to pay €43 million to French chain Intermarche after finding hundreds of Lidl's television ads deceptive and unfair to competition.
The appeals court ruled that Lidl's advertisements likely misled consumers since the products promoted were not available at advertised prices across all stores for 15 weeks.
The ruling pointed out that small print and brief off-screen voice mentions directing consumers to Lidl's website were likely to go unnoticed or misunderstood.
Lidl plans to appeal the ruling, while Intermarche opted not to provide comments regarding the case.
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