The President of the Office of Competition and Consumer Protection (UOKiK) has accused Shell Polska of violating the collective interests of consumers by not providing clear information on fuel prices before the implementation of discounts on selected days, the office announced today. Shell has expressed its intention to cooperate with UOKiK to clarify the matter.
UOKiK’s concerns were raised by the “Tuesdays and Thursdays with Shell V-Power” promotion, which offered drivers fuel at a reduced price on specified days. However, according to UOKiK, neither the marketing materials nor the information provided at the stations included details about the lowest fuel price 30 days before the discounts were applied. This omission reportedly prevented consumers from assessing whether the promotion benefitted them.
The Office has thus charged Shell Polska with infringing upon the collective interests of consumers. UOKiK emphasized that information about the lowest price within 30 days before a discount should be displayed alongside the discounted price, wherever the discounts on specific goods or services are advertised, such as in marketing communications or on fuel dispensers. Should the charges of violating consumer collective interests be confirmed, Shell Polska could face a penalty of up to 10% of its annual turnover.
Tomasz Chróstny, the President of UOKiK, highlighted the importance of accurately marking promotions and fulfilling the informational requirements mandated by the Omnibus directive, which also applies to fuel stations. “For a year now, we have been reminding the market of the new law. In Shell’s case, we have questioned the lack of clear information about the fuel price before the discount days were introduced,” Chróstny stated.
The Omnibus directive, in effect since January 1, 2023, aims to ensure that businesses comply with new obligations. UOKiK has charged four companies with misrepresenting promotions, issued over 70 soft inquiries, and is conducting 14 explanatory proceedings regarding brick-and-mortar stores. Following UOKiK’s actions, many businesses have adjusted their practices accordingly.
Shell Polska’s press office has committed to fully and transparently cooperating with UOKiK to resolve the issue and will respond to the charges after a thorough review. The company had previously communicated its stance to the regulator, explaining the mechanics of the contested promotion and addressing UOKiK’s inquiries.