Rio de Janeiro publishes State Law on price transparency of products for sale


On March 4th, 2021, State Law No. 9192 of Rio de Janeiro was published, imposing the obligation for suppliers to disclose the original price of the products that are on sale for the consumers.

The law establishes that all retail stores must announce the original price of a product to the consumers, once it is announced to be on sale. Therefore, the consumers will be able to clearly note the product’s discount in order to make a more assertive choice.

Moreover, the new State Law  prohibits to advertise a product with its original price as if it was a promotion, in other words, faking a promotion or a sale. 

The sanction that may be imposed in case of violation of the State Law is the payment of fines, as foreseen in the Brazilian Consumer Code (Federal Law No. 8,078/1990). Our Strategic Consumer Protection team is available for further clarifications about the new State Law.

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