All 20 dresses Floyd sampled had fake before-prices — Norway fined it 2M kroner

Floyd.no, one of Norway's leading online fashion retailers for women, ran its sales the way many webshops do: big banners with slashed 'before' prices. The Consumer Authority inspected the shop four times — Singles Weekend on 8 November, an 'Only today −30%' day on 19 November, Black Friday on 29 November and 'Shopping Fest −35%' on 16 December 2024 — sampling 20 dresses each round. Not one product carried a correct former price: 48 documented violations across 18 products and three campaigns.

The numbers told the story. On Shopping Fest, the blue Alyssa Sparkle dress was advertised down 35% from NOK 999 to NOK 649 — but its lowest recent price had already been NOK 649, making the real discount zero. The green Midikjole Viggasa showed '−50%' from NOK 1,399 to NOK 699; the true cut was about 23%. Floyd admitted its systems automatically set the 'former price' to the regular guide price instead of the lowest price of the preceding 30 days.

That 30-day floor is the law: under § 9a of Norway's Price Information Regulation, a before-price must be the lowest price actually applied in the channel during the previous 30 days. On 25 June 2025 the Authority imposed a NOK 2 million infringement fee on Floyd (published 12 December 2025), noting the breach was deliberate in its execution — and that a professional trader not knowing the pricing rules counts as negligence.