Dutch Consumer Association sent cease-and-desist letters to Amazon and Bol demanding both marketplaces stop advertising discounts off reference prices the products never sold at. Consumentenbond tracked 1,142 popular items across two months of FIFA World Cup promotions and found 323 discounted at least once, of which 108 broke rules requiring a crossed-out price to reflect the lowest selling price of the previous 30 days. Amazon accounted for 46 of its 113 tracked deals and Bol for 62 of 210, with some products cheaper before the sale than during it. One Bluetooth speaker on Amazon was listed at €147, billed as 26% off a €199.99 regular price, after selling at €133 for nearly a month. Both companies dispute the findings, and the group says it will go to court if they do not comply.
