LG Fined Millions for Prohibited Price Fixing

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This article was last updated on September 12, 2023

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Television manufacturer LG has been hit with a hefty fine of nearly 8 million euros by the Netherlands Authority for Consumers and Markets (ACM). The fine comes as a result of LG engaging in prohibited price agreements with seven major online stores between 2015 and 2018.

Distorted Competition and Higher Prices for Consumers

According to the ACM, LG provided price advice to these online stores and even requested them to implement these recommended prices. By doing so, LG effectively manipulated the prices of their televisions and distorted competition among the online retailers. This not only protected the profit margins of LG and the online stores, but it also resulted in higher prices for consumers.

The ACM revealed that LG constantly communicated with the online stores, ensuring that they were aware that following LG’s recommended retail price would not put them at a disadvantage in the market. The regulatory authority possesses thousands of messages and documents as evidence of these prohibited price agreements. However, the ACM has refrained from disclosing the names of the seven major online stores involved.

Appeal from LG

In response to the fine, LG Electronics Benelux released a written statement stating their intention to appeal against the ACM’s decision. The company emphasized its commitment to complying with all relevant laws and regulations, and to promoting fair competition. LG believes that its business activities in the Dutch market align with local and European legislation, and thus vehemently disagrees with the decision of the Netherlands Authority for Consumers and Markets.

While LG intends to challenge the fine and decision, it remains to be seen whether the appeal will be successful. The outcome will have significant implications not only for LG but also for the broader electronic manufacturing industry and the issue of price fixing.

Impact on Consumers

Prohibited price fixing directly affects consumers, and the impact can be seen in the form of higher prices for products. When companies engage in price agreements, it limits competition and reduces consumers’ choices. As a result, consumers are forced to pay inflated prices for goods and services that could otherwise be more affordable.

In this case, the prohibited price agreements involving LG and the online stores had a direct impact on the prices of LG televisions. By manipulating the prices and controlling competition, LG was able to protect its profit margins at the expense of consumers.

Regulating Competition in the Market

The role of regulatory bodies like the Netherlands Authority for Consumers and Markets is vital in ensuring fair competition in the market. Price fixing is strictly prohibited as it undermines the principles of fair competition, stifles innovation, and harms consumers.

When companies engage in prohibited price agreements, it creates an uneven playing field and deprives consumers of the benefits of a competitive market. The ACM’s decision to impose a fine on LG serves as a stern warning to other companies that attempts to manipulate prices will not be tolerated.

The Future of LG

LG’s appeal against the fine and decision from the Netherlands Authority for Consumers and Markets will be crucial in determining the future of the company in the Dutch market. If LG fails to overturn the decision, it could face further legal consequences and damage to its reputation.

The outcome of this case will also have implications for other companies in the electronic manufacturing industry. It serves as a reminder that fair competition is essential for the industry’s growth and for the protection of consumer interests.


The hefty fine imposed on LG for prohibited price fixing has shed light on the importance of fair competition and the consequences of manipulating prices. The decision of the Netherlands Authority for Consumers and Markets serves as a warning to companies that engaging in such practices will not go unnoticed or unpunished. As the appeal process unfolds, the outcome will determine not only the fate of LG in the Dutch market but also set a precedent for the electronic manufacturing industry as a whole.

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