{"id":5451,"date":"2025-07-04T10:37:31","date_gmt":"2025-07-04T08:37:31","guid":{"rendered":"https:\/\/blogs.dlapiper.com\/advocatus\/?p=5451"},"modified":"2025-10-07T11:40:04","modified_gmt":"2025-10-07T09:40:04","slug":"navigating-shrinkflation-hungary-leads-the-way-in-shrinkflation-regulation","status":"publish","type":"post","link":"https:\/\/blogs.dlapiper.com\/advocatus\/2025\/07\/navigating-shrinkflation-hungary-leads-the-way-in-shrinkflation-regulation\/","title":{"rendered":"Navigating shrinkflation: Hungary leads the way in shrinkflation regulation"},"content":{"rendered":"\t\t
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DLA Piper’s International Shrinkflation Guide provides a comprehensive overview of how different countries around the world are responding to the phenomenon of \u201cshrinkflation\u201d
\u2013 the practice of consumer goods manufacturers reducing the size or quantity of their products while keeping prices unchanged.<\/strong><\/h5>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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Partner,
Competition<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\tMore articles\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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The regulatory environment is extremely fragmented, but the report shows Hungary is one of the most advanced of the 26 countries surveyed. Zolt\u00e1n Marosi, partner and co-head of DLA Piper Hungary’s competition team, has prepared a summary of the regulatory practices of individual countries and Hungary’s unique approach at the global level.<\/strong><\/h5>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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International outlook: Same phenomenon, different reactions<\/strong><\/h5>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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According to the report, four countries already have specific regulations in place: Italy, France, Romania and Hungary. In nine other countries, consumer groups have made recommendations or consultations on upcoming regulations are already ongoing.<\/p>

For example, new legislation is expected in the UK in October 2025, while active discussions on legislation are also underway in Spain. The nature of shrinkflation regulations varies significantly from country to country. Some countries require manufacturers to provide specific information on packaging; others only require retailers to ensure that unit prices are visible and comparable.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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In France, regulations affecting retailers with a sales area of at least 400 m2<\/sup> have been in force since 1 July 2024. For two months from the date of putting the new (ie typically reduced) product on the market, consumers must be made aware of the reduction in size on the packaging or on a label placed in the immediate vicinity of the product. Failure to do so may result in a significant administrative fine.<\/p>

In Italy, a provision is expected to come into force in October this year, which will only allow a reduction in product quantities if the manufacturer clearly indicates this to consumers on the product packaging using a specified text.<\/p>

In Australia, the government plans to tighten the Unit Pricing Code, which requires retail chains to display unit prices. At the same time, according to a report published in March 2025 by the Australian Competition and Consumer Commission (ACCC), the current unit pricing system does not address shrinkflation transparently, as consumers often don\u2019t remember unit prices even for regularly purchased products and do not consciously pay attention to product sizes (or their changes ), especially when there is no corresponding change in price.<\/p>

These examples clearly show that shrinkflation is not just an economic issue, but also a legal and ethical one. Companies must not only comply with local regulations, but also proactively communicate with consumers to maintain trust in their brands.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Hungary: Digital transparency for consumer protection<\/strong><\/h5>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Regulations to address shrinkflation were introduced in Hungary in February 2024. Under the applicable government decree, retailers have to clearly inform consumers in the sales area if the quantity of a pre-packaged product has been reduced without a change in price. This approach emphasises not only the responsibility of manufacturers but also that of retailers.<\/p>

One of the most innovative elements of the Hungarian regulation is that the National Food Chain Safety Office (N\u00e9bih) has also created a publicly accessible online database<\/a>, searchable by category and brand, where consumers can easily check which products have been downsized.<\/p>

The Hungarian practice is unique in Europe and contributes significantly to raising consumer awareness and the accountability of commercial practices. Looking at the practices of individual countries, it\u2019s also clear that the regulatory environment is changing rapidly, making it increasingly complex for retail companies with an international presence to manage these changes.<\/p>

The full report is available here<\/a>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Author: Zolt\u00e1n Marosi<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Co-Head of Competition and Antitrust\n\n\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t

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\n\t\t\t\t\t\t\tZolt\u00e1n is the Co-Head of the Competition and Antitrust practice group at DLA Piper Hungary. His main area of expertise lies in Hungarian and EU antitrust law, consumer protection law and administrative litigation. He has published numerous articles and book excerpts in the fields of competition law, commercial law and European Union law. Zolt\u00e1n is currently a lecturer of EU law and EU competition law at ELTE School of Law and the Bib\u00f3 Istv\u00e1n College for Advanced Studies and serves as a member of the Hungarian committee of bar examiners.\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\tSend an e-mail\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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Megjelent a DLA Piper Hungary Hazai Ingatlanpiaci K\u00f6rk\u00e9p 2026, amelyben szak\u00e9rt\u0151ink \u00f6sszefoglalt\u00e1k az elm\u00falt \u00e9v meghat\u00e1roz\u00f3 ingatlanpiaci trendjeit \u00e9s a piac j\u00f6v\u0151beni kil\u00e1t\u00e1sait. Az idei kiad\u00e1s fontos m\u00e9rf\u00f6ldk\u00f6vet jelent: els\u0151 alkalommal eg\u00e9sz\u00edtett\u00fck ki elemz\u00e9s\u00fcnket \u00fcgyfeleink \u00e9s a piac vezet\u0151 szerepl\u0151inek els\u0151 k\u00e9zb\u0151l sz\u00e1rmaz\u00f3 tapasztalataival \u00e9s v\u00e1rakoz\u00e1saival, amelyeket saj\u00e1t jogi elemz\u00e9s\u00fcnkkel \u00f6tv\u00f6zt\u00fcnk. Ennek k\u00f6sz\u00f6nhet\u0151en riportunk \u00e1tfog\u00f3bb \u00e9s teljesebb k\u00e9pet ny\u00fajt a magyarorsz\u00e1gi ingatlanpiac aktu\u00e1lis helyzet\u00e9r\u0151l.<\/p>\n\t\t<\/div>\n\t\t\n\t\t\n\t\t\tRead More \u00bb\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\n\t\t\t\tInterview with D\u00e1vid K\u0151hegyi published on B\u00f8rsen\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\t\t
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Read the latest interview with D\u00e1vid K\u0151hegyi published on\u00a0B\u00f8rsen, one of Denmark\u2019s leading and most influential business and financial newspapers. Please note that the text<\/p>\n\t\t<\/div>\n\t\t\n\t\t\n\t\t\tRead More \u00bb\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\n\t\t\t\t\u00c1trendez\u0151d\u0151 er\u0151viszonyok a z\u00f6ld energia \u00e1tmenetben: merre tart az M&A\u2011piac \u00e9s a r\u00e9gi\u00f3 befektet\u00e9si t\u00e9rk\u00e9pe?\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\t\t
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A DLA Piper 2026-os energia \u00e1tmeneti M&A jelent\u00e9se (Energy Transition M&A Report 2026*) szerint a glob\u00e1lis tranzakci\u00f3s dinamika egyszerre mutatott visszaes\u00e9st \u00e9s er\u0151s\u00f6d\u00e9st.<\/p>\n\t\t<\/div>\n\t\t\n\t\t\n\t\t\tRead More \u00bb\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t\t\n\t\t\tDLA Piper\t\t<\/span>\n\t\t\t\t\n\t\t\t2026-03-13\t\t<\/span>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/article>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

DLA Piper’s International Shrinkflation Guide provides a comprehensive overview of how different countries around the world are responding to the phenomenon of \u201cshrinkflation\u201d 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