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What online retailers need to change in 2026: deadlines, examples and sanctions

What online retailers need to change in 2026: deadlines, examples and sanctions

Rubirc: Business leaders' Guide

1. Dual price display until 8 August 2026

After the introduction of the euro, the important practical question for online retailers is no longer “when will the euro be introduced”, but until when prices must be displayed in both currencies.

The prices of goods and services must be displayed simultaneously in euros and Bulgarian levs until 8 August 2026. The two prices must be close to each other, legible, unambiguous and in the same font size.

Example: If a product costs 25.50 €, until 8 August 2026 the online store must also show the equivalent amount in Bulgarian levs. It is not good practice for the price in euros to be large and visible, while the price in levs is hidden in a much smaller font below the purchase button.

What retailers should do:

  • check the product pages;

  • check the cart and checkout page;

  • check order confirmation emails;

  • check banners, promotional sections and advertising boxes;

  • monitor whether conversion is made at the official exchange rate and with correct rounding.

What are the sanctions:
In case of violation of the rules for dual price display and clear price indication, legal entities and sole traders may be subject to a pecuniary sanction from BGN 600 to BGN 7,000, and in case of repeated violation - from BGN 1,200 to BGN 14,000. In case of problems with the total final amount in a fiscal or system receipt, the sanctions are lower, but they are also provided for by law.

 

2. Stricter product safety rules

Since 3 February 2026, amendments to the Consumer Protection Act have been in force in relation to the implementation of Regulation (EU) 2023/988 on general product safety.

This affects online stores that sell products to consumers, including imported products, second-hand products, refurbished products and goods sold through online marketplaces.

Example: An online store sells a children’s night lamp. If it is found that the product overheats and creates a risk, the retailer must have a mechanism to stop the sale, inform consumers and assist with recalls or corrective actions.

What retailers should do:

  • check the origin and suppliers of the products;

  • keep information about the manufacturer, importer and responsible economic operator;

  • provide instructions and safety information in Bulgarian where applicable;

  • have a procedure in place in case of a report about a dangerous product;

  • keep information about affected orders and customers.

What are the sanctions:
For placing or making available on the market a product in violation of the general safety requirement, the pecuniary sanction for sole traders and legal entities is from BGN 8,000 to BGN 50,000. For a provider of an online marketplace that fails to fulfil an obligation under Regulation (EU) 2023/988, the pecuniary sanction is from BGN 5,000 to BGN 20,000. In case of failure to comply with an order or mandatory instruction of the Consumer Protection Commission, the sanction may reach from BGN 5,000 to BGN 30,000.

 

3. New consumer right in case of an unfair commercial practice

Since 3 February 2026, consumers have the right to request a price reduction, termination of the contract and compensation when the contract was concluded as a result of an unfair commercial practice.

This is important for online retailers that use strong promotional messages, timers, claims of limited availability, misleading comparisons or incomplete information.

Example: An online store displays “only 2 items left”, but this message appears constantly regardless of the actual availability. If the consumer buys under such pressure, a dispute over an unfair commercial practice may arise.

What retailers should do:

  • not use fake timers;

  • not display fictitious limited availability;

  • not exaggerate discounts;

  • not hide important conditions;

  • check whether advertising promises match the actual product or service.

What are the sanctions:
In case of unfair commercial practices, the Consumer Protection Act provides for serious sanctions. For some violations, the pecuniary sanction for sole traders and legal entities is from BGN 2,000 to BGN 50,000, and for more serious prohibited practices it may reach up to BGN 70,000. In addition, consumers now also have an independent option to seek a price reduction, termination of the contract and compensation.

 

4. Contract withdrawal button for online purchases

At European level, the new requirement for a contract withdrawal function starts to apply from 19 June 2026. Member States were required to transpose the directive by 19 December 2025, but Bulgaria has delayed the transposition. The motives to the Bulgarian bill state that the European Commission has opened an infringement procedure against Bulgaria due to failure to notify within the deadline.

The idea is that when a consumer can conclude a contract online, they must also be able to withdraw from it online in an easy way. The function must be visible, easily accessible and marked with wording such as “withdraw from the contract here”.

Example: A customer buys an office chair from an online store. After delivery, they decide that it is not comfortable. Instead of searching for an email address in the terms and conditions, the customer must be able to use a clear function on the website to submit the withdrawal request and receive confirmation with the date and time.

What retailers should do:

  • add a withdrawal button or function;

  • place it in a visible location on the website;

  • provide a two-step process - request and confirmation;

  • send automatic confirmation by email;

  • keep a record of the date and time of the request;

  • distinguish withdrawal from the contract from complaints and exchanges.

What are the sanctions*:
The bill provides that Article 52a on the withdrawal function will be included in the sanctioning provisions. The proposed pecuniary sanction for sole traders and legal entities is from EUR 700 to EUR 3,000 for each individual case. Since the Bulgarian legislative process has been delayed, online retailers should not wait until the last moment - the button will in any case make the processing of withdrawals easier and reduce disputes over deadlines.

 

5. New rules against misleading “green” claims

From 27 September 2026, new rules against misleading environmental claims should start to apply. They are aimed at so-called greenwashing - general or unsubstantiated claims that a product is “eco”, “green”, “sustainable”, “climate neutral” or “better for nature”.

Example: It is not correct for a product to be advertised as “100% environmentally friendly” if only the packaging contains partially recycled material. It is more correct to state specifically: “The packaging contains 80% recycled paper”, if this can be proven.

What retailers should do:

  • review all environmental claims on the website;

  • remove general phrases without evidence;

  • use specific and verifiable claims;

  • not use unverified signs, markings and “eco” icons;

  • keep documents, certificates and evidence.

What are the sanctions*:
The bill provides for the sanctioning provisions for unfair commercial practices to be updated and stated in euros. For some violations under Article 210a, a pecuniary sanction for sole traders and legal entities from EUR 1,500 to EUR 30,000 is envisaged. For some prohibited practices under Article 210b and in case of failure to comply with orders under Article 210c, the sanctions may reach EUR 30,000 or EUR 40,000 depending on the type and recurrence of the violation.

 

6. More information about warranty, durability, repair and updates

The new European rules also provide for better information about the legal guarantee, commercial guarantee of durability, repairability, spare parts and software updates.

This is particularly important for appliances, electronics, smart devices, digital products and goods with digital elements.

Example: If an online store sells a smartwatch, the consumer must receive clear information on whether software updates are available, for what period and what this means for the normal use of the product.

What retailers should do:

  • review the information on product pages;

  • clarify the legal guarantee;

  • distinguish the legal guarantee from the commercial guarantee;

  • state available information about spare parts, repair and updates;

  • not use the guarantee as a marketing promise if it is in fact a statutory right.

What are the sanctions*:
The bill provides for changes to the sanctioning provisions for violations related to pre-contractual information and information about guarantees. For some of these violations, the pecuniary sanction for sole traders and legal entities is envisaged in the range from EUR 700 to EUR 3,000.

 

7. Change from 2027: discounts on goods offered for less than 30 days

There is also a change adopted in 2026 that will start to apply from 3 February 2027. It concerns goods that are offered on the market for a period shorter than 30 days.

For such goods, the period for determining the previous price before the discount may not be shorter than 7 days.

Example: An online store launches a new backpack model on 1 March 2027. On 8 March it wants to advertise it with “-20%”. The retailer must be able to show the real previous price for the period before the discount, and this period may not be shorter than 7 days.

What retailers should do:

  • keep price history;

  • be careful with labels such as “promo”, “-30%” and “old price”;

  • not create artificial discounts;

  • configure their platform to record price changes;

  • train the team that publishes promotions.

What are the sanctions:
For violation of the rules on price reduction announcements under Article 65 of the Consumer Protection Act, the sanctions for sole traders and legal entities are from BGN 500 to BGN 5,000. In more serious cases, including when the violation falls within the scope of coordinated actions under European rules, the sanctions may be significantly higher.

 

Why these rules also help retailers

At first glance, the changes look like additional obligations. In practice, they can reduce disputes.

When prices are clear, withdrawal from the contract is easy, warranty information is understandable and promotions are real, the consumer is less likely to feel misled. This means fewer complaints, fewer negative reviews and greater trust in the online store.

For retailers, the best approach is not only to change the general terms and conditions, but the entire customer journey - from advertising and the product page to the checkout process, emails, withdrawal from the contract and return of the goods.

 

Frequently asked questions

Until when must online stores display prices in both euros and Bulgarian levs?

Dual price display must continue until 8 August 2026. During this period, prices must be legible, clear and placed close to each other, so that the consumer can easily understand the final price.

Does the contract withdrawal button already need to be implemented?

At European level, the requirement starts to apply from 19 June 2026. However, Bulgaria has delayed its implementation into national legislation. Nevertheless, online retailers should prepare the function in time, because it makes the processing of withdrawals easier and reduces disputes with consumers.

What should the withdrawal button say?

The wording must be clear and unambiguous. A suitable option is “Withdraw from the contract here”. It is not enough for the button to be called “Contact”, “Inquiry” or “Support”, because these texts do not clearly show that the consumer is exercising the right of withdrawal.

What is greenwashing?

Greenwashing is the misleading presentation of a product or service as environmentally friendly, sustainable or “green” without this being proven. For example, a claim such as “100% eco product” may be problematic if the retailer cannot provide specific and verifiable evidence.

What should an online store do in case of a dangerous product?

The retailer must have information about the origin of the product, the supplier and the affected sales. If a risk arises, the retailer must be able to stop the sale, inform consumers and assist with corrective actions or recalls.

What changes regarding discounts from 2027?

From 3 February 2027, a change enters into force for goods that are offered for less than 30 days. When announcing a discount, the period for determining the previous price may not be shorter than 7 days. The aim is to limit artificial promotions for new products.

Is it enough only to update the general terms and conditions?

No. The general terms and conditions are important, but they are not enough. The changes must also be reflected in product pages, the cart, the checkout process, customer emails, return and complaint pages, as well as in the retailer’s internal procedures.

 

Note:
* The sanctions stated in euros for the contract withdrawal button, green claims and some of the new information obligations regarding guarantees, durability, repair and updates are based on the draft Act amending and supplementing the Consumer Protection Act, published for public consultation on the Public Consultation Portal strategy.bg. They should be checked against the final text promulgated in the State Gazette before being used as sanctions in force.

Source for the note:
Draft Act amending and supplementing the Consumer Protection Act, published on the Public Consultation Portal strategy.bg, public consultation No. 12187-K, 27.02.2026 - 29.03.2026.

Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or European Innovation Council and SMEs Executive Agency (EISMEA). Neither the European Union nor the granting authority can be held responsible for them.

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Published on 14.07.2026 Back to news