Brown Thomas Arnotts Avoids Conviction in Pricing Law Breach

Brown Thomas Arnotts Ltd. Has avoided a conviction after pleading guilty to breaches of sales pricing laws in Ireland. The case, prosecuted by the Competition and Consumer Protection Commission (CCPC), centered on misleading discounts offered during Black Friday sales and other promotional periods.

Details of the Case

The Dublin District Court heard that Brown Thomas Arnotts had misrepresented the original prices of several items, leading consumers to believe they were receiving greater discounts than were actually available. Specific examples included:

• A Samsung Galaxy Watch 6 Classic 47 Silver advertised as reduced from €459 to €379, despite being previously sold for €369.
• A 65-inch Samsung television advertised at a Black Friday price of €1,699, claimed to be reduced from €2,899, but previously sold for €1,649.
• A 55-inch Sony Bravia 8 T advertised as a special deal at €2,399, with a false “reduced from” price of €2,599, when it had recently been offered for €1,799.
• Similar discrepancies were found with Sennheiser Accentum White ANC headphones.

Court Ruling and Outcome

Initially, Judge Michael Ramsey ordered Brown Thomas Arnotts to pay €1,000 to the Little Flower Penny Dinners charity and cover the CCPC’s costs. The company was given until March 16, 2026, to make the payment, with a potential fine of €1,000 if the deadline was missed.

However, during a subsequent hearing, Judge Anthony Halpin noted that the company had complied with the initial order. The case was struck out, and Brown Thomas Arnotts avoided a recorded conviction.

Sales Pricing Laws in Ireland

The prosecution falls under sales pricing laws introduced in 2022, which require retailers to base discounts on the lowest price offered within the preceding 30 days and to clearly display the original price.

Broader CCPC Enforcement

This case is part of a wider crackdown by the CCPC on misleading pricing practices. In 2025, other retailers, including Lifestyle Sports, DID Electrical, Rathwood, and Boots, also pleaded guilty to similar offenses.

CCPC Statement

Patrick Kenny, a Commission Member at the CCPC, emphasized the importance of transparent pricing for consumer confidence and fair competition. He stated that the CCPC will continue to accept action against retailers who mislead consumers regarding discounts.