Price reductions in Austria: § 9a of the Price Marking Act explained

Many guides on the Omnibus Directive only cover the German Price Indication Ordinance. Austrian shops follow their own law, though: the Price Marking Act (Preisauszeichnungsgesetz, PrAG). The basic rule is the same, but there are differences in the details. Here is what you should know as a shop selling in Austria.

What § 9a PrAG requires

§ 9a PrAG was introduced by the Modernisation Directive Implementation Act (MoRUG II) and has applied since 20 July 2022. It implements Article 6a of the EU Price Indication Directive.

When price reductions in amounts or percentages are announced for goods, you must also state the previous lowest price. That is the price charged at least once within the 30 days before the reduction was applied in the same sales channel (§ 9a(1) PrAG).

The sales channel matters

Unlike the German PAngV, the PrAG explicitly refers to the sales channel. For an online shop, the price in the online shop is decisive, not the price in your own physical store. If you sell online and offline, you need a separate price history for each channel.

Stepwise reductions

If a reduction is increased step by step, the previous price is the non-reduced lowest price before the reduction was first applied (§ 9a(1) second sentence PrAG). From €100 to €90, then €80: the reference stays €100 at both steps.

New products

If goods have been on the market for less than 30 days, you state the lowest price charged at least once in the same channel since the market launch (§ 9a(2) PrAG). This rule is an Austrian specialty; the German PAngV does not contain it explicitly.

Perishable goods

For goods that spoil quickly or have a short shelf life, paragraphs 1 and 2 do not apply if the reduction is made because the best-before date is running out (§ 9a(3) PrAG). The classic “close to expiry” offer in a grocery shop therefore needs no 30-day notice. A regular sale for the same products does.

The CJEU ruling applies in Austria, too

On 26 September 2024 (C-330/23, Aldi Süd), the Court of Justice of the EU interpreted Article 6a of the Price Indication Directive, on which § 9a PrAG is based. A reduction announced as a percentage or an advertising claim must therefore be determined on the basis of the lowest price of at least the 30 days before.

The Austrian Economic Chamber summarises the consequences for retailers: no earlier price may be shown next to a new price unless it is also the lowest price of 30 days. And “−70 %” may only be advertised if the price has actually been cut by 70 % compared with that lowest price. How to calculate it is shown in Calculating the lowest price of 30 days.

Penalties

An infringement of the price marking duties is an administrative offence (§ 15 PrAG). In the version in force since 1 July 2026, the law provides for fines of up to €2,500, at most up to €10,000; for repeat offences up to €3,750, at most up to €15,000. District administrative authorities are responsible. In addition, competitors and associations can take action under unfair competition law.

Austria and Germany compared

	Austria	Germany
Legal basis	§ 9a PrAG	§ 11 PAngV
Applies since	20 July 2022	28 May 2022
Reference price	Lowest price of the 30 days before the reduction in the same sales channel	Lowest total price of the 30 days before the reduction applied to consumers
Stepwise reduction	Price before the first step	Price before the first step
New products	Lowest price since market launch	No specific rule
Perishable goods	Exempt for reductions because the best-before date runs out	Exempt when goods are about to spoil or expire, if made clear
Individual discounts	No explicit exemption in § 9a	Explicitly exempt
Consequences	Administrative fine under § 15 PrAG, plus competition law	Mainly cease-and-desist claims under competition law

What it means for your shop

• Record prices in your online shop separately from other channels.
• State the previous lowest price with every reduction, close to the price.
• Calculate the strike-through price and percentage from the lowest price.
• Check new products and “close to expiry” offers separately.
• Keep the price history as evidence.

How Strikewise helps

Strikewise records the prices of your WooCommerce shop, calculates by the common EU rule and shows the notice on product pages and in lists. The notice text can be adjusted freely. For new products, Strikewise uses the lowest price since the product was created; products with an expiring best-before date can be marked as an exemption. The legal features are free.