Black Friday, traditionally observed on the last Friday of November, falls this year on November 29. In Cyprus, however, discounts often start days earlier. While the island may not see the dramatic markdowns and long queues typical of the United States, good deals—particularly on electronics—can still be found. However, previous years have shown that some businesses exploit this "discount tradition" to advertise fake sales and unfairly attract customers.

Virginia Christou, legal advisor to the Cyprus Consumers Association, spoke to Brief about how consumers can detect deceptive discounts and what actions to take if they feel cheated.

According to Christou, businesses must follow strict advertising and discounting rules. Misleading discounts usually fall into two categories:

1. Discount Scope

If a store advertises a 75% discount, consumers should reasonably expect a substantial number of products to reflect this discount. If only two or three items meet this claim, it can be considered deceptive.

2. Discount Basis

Misleading discounts can also arise from the way the discounted price is calculated. Since May 2021, regulations require that discounts be based on the product's most recent price within the past 30 days.

For example:

• If a television was sold at €300 in October but reduced to €200 days later, the discount must be calculated from the €200 price, not the original €300 price.

• The advertised discount and any promotion within 30 days must reflect the last recorded price (€200 in this case).

Consumers who suspect deceptive practices can report incidents through the following channels:

• Cyprus Consumers Association:

  • Phone: 22 516 112

  • Email: [email protected]

• Consumer Protection Service:

  • Phone: 1412

Christou advises consumers to include photographic evidence of product prices and details in their complaints. This documentation strengthens the case and aids authorities in taking action.