The prosecution was brought by the Competition and Consumer Protection Commission (CCPC) against Boots Retail (Ireland) Limited following online sweeps conducted over the 2023-2024 winter sales season, including Black Friday. 

The 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.

Boots entered a guilty plea in Dublin District Court yesterday morning and was ordered by Judge Anthony Halpin to pay €1,000 to the Little Flower Penny Dinners charity and to pay the costs of the CCPC.

Section 1(1) of the Probation of Offenders Act is to be applied upon compliance with the court order.

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.”