Boots Ireland pleads guilty to sales pricing breaches
The law requires traders to base any discount on the lowest price in at least the previous 30 days, and to display this price clearly on any price tag or advertisement
Print29 May 2025
Boots Retail (Ireland) Limited has recently pleaded guilty to breaking sales pricing legislation in Dublin District Court this morning.
The pharmacy and beauty chain was ordered by Judge Anthony Halpin to pay €1,000 to the Little Flower Penny Dinners charity and to pay the costs of the Competition and Consumer Protection Commission (CCPC).
Section 1(1) of the Probation of Offenders Act is to be applied upon compliance with the court order.
Prosecution
The prosecution was brought by the CCPC against Boots Ireland following online sweeps conducted over the 2023-2024 winter sales season, including Black Friday.
This case forms part of the first wave of prosecutions under sales pricing legislation introduced in 2022, after Lifestyle Sports, DID Electrical, and Rath-Wood also pled guilty to breaking sales pricing legislation in March of this year.
The law requires traders to base any discount on the lowest price in at least the previous 30 days, and to display this price clearly on any price tag or advertisement.
Brian McHugh, chairperson of the CCPC, said: “Misleading sale discounts harm consumers and harm competition.
“Businesses need to be able to compete for consumers openly and honestly on price.
“Transparency around sales discounts allows consumers to make informed decisions about their purchases and to shop with confidence.”
The case was before Judge Anthony Halpin today in Court 8 of Dublin Metropolitan District.
The CCPC can provide no further comment at this time.
Read more: Commissioner Michael McGrath welcomes launch of new CCPC guidelines for traders
© 2025, ShelfLife by Ryan Brennan
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