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6a 条",[],[],[],"在欧盟及 EEA 向消费者销售商品的商家，发布任何降价公告时须标示此前不少于 30 天内的最低售价作为前价，并以此计算折扣。","concept",{"type":509,"value":510,"toc":839},"minimark",[511,520,523,527,587,590,593,596,624,627,630,644,647,653,706,709,712,715,737,740,743,775,778,781,798,801,815,819,822,825],[512,513,514,515,519],"p",{},"本页转述欧盟《价格标示指令》（Price Indication Directive，Directive 98\u002F6\u002FEC，下称 PID）第 6a 条。该条由 Directive (EU) 2019\u002F2161 加入，自 2022-05-28 起适用。以下内容核验于 2026-10-10，只转述官方文本，",[516,517,518],"strong",{},"不构成法律意见，需要法务或合规确认","。",[512,521,522],{},"适用地区：欧盟成员国；委员会指南写明其对象也包括冰岛、列支敦士登、挪威（EEA）。各国通过国内法转置，具体规则以成员国国内法为准，本文未逐国核验。",[524,525,526],"h2",{"id":526},"条文要点",[528,529,530,543],"table",{},[531,532,533],"thead",{},[534,535,536,540],"tr",{},[537,538,539],"th",{},"款",[537,541,542],{},"内容（转述）",[544,545,546,555,563,571,579],"tbody",{},[534,547,548,552],{},[549,550,551],"td",{},"6a(1)",[549,553,554],{},"任何降价公告都必须标示商家在降价前一段确定期间内适用的前价（prior price）",[534,556,557,560],{},[549,558,559],{},"6a(2)",[549,561,562],{},"前价指降价前不短于 30 天期间内，该商家适用过的最低价格",[534,564,565,568],{},[549,566,567],{},"6a(3)",[549,569,570],{},"成员国可为易变质或很快过期的商品另定规则",[534,572,573,576],{},[549,574,575],{},"6a(4)",[549,577,578],{},"商品上市不足 30 天时，成员国可规定更短的期间",[534,580,581,584],{},[549,582,583],{},"6a(5)",[549,585,586],{},"降价逐步加深时，成员国可规定前价为首次降价前的无折扣价格",[512,588,589],{},"相关定义：第 2(a) 条的「销售价」是含增值税和所有其他税的最终价格；第 4 条要求销售价与单位价格清晰、易识别、易读。第 8 条要求成员国规定「有效、相称、具有劝阻性」的处罚，并列出违法的性质与规模、补救措施、此前违法、所获利益等裁量因素。第 10 条允许成员国保留对消费者更有利的规定。",[524,591,592],{"id":592},"适用范围",[512,594,595],{},"委员会通告 2021\u002FC 526\u002F02 第 1 节写明：",[597,598,599,606,612,618],"ul",{},[600,601,602,605],"li",{},[516,603,604],{},"只适用于商品","：PID 的「products」按商品理解，第 6a 条不适用于服务（含数字服务）和数字内容；后两者的降价仍受《不公平商业行为指令》（UCPD）约束。",[600,607,608,611],{},[516,609,610],{},"所有销售渠道","：线下门店与线上店铺都适用。",[600,613,614,617],{},[516,615,616],{},"义务人是卖方","：适用于与消费者订立合同的商家，包括通过平台销售的商家；仅提供交易手段的在线市场、比价平台不适用，除非它本身是卖方。第三方（如制造商）发起的返现不适用第 6a 条，但受 UCPD 约束，且不得用来规避第 6a 条。",[600,619,620,623],{},[516,621,622],{},"欧盟以外的商家","：面向欧盟消费者销售的非欧盟商家同样适用，法律适用依据 Rome II 条例第 6 条。",[524,625,626],{"id":626},"什么算降价公告",[512,628,629],{},"指南第 1.1 节列出的例子：",[597,631,632,635,638,641],{},[600,633,634],{},"以百分比或金额表示的降价，如「20% off」「减 10 欧元」；",[600,636,637],{},"新价与此前较高价格并列，旧价可以划线显示；",[600,639,640],{},"其他告诉顾客价格降了的技巧，如「今天购买免增值税」；",[600,642,643],{},"把当前价称为「起始价」并标出即将恢复的「正常价」。",[512,645,646],{},"不写具体降幅也可能适用：指南写明，「sales」价、「special offers」或「Black Friday offers」这类给人降价印象的公告也受第 6a 条约束，涉及的商品都要标前价。",[512,648,649,652],{},[516,650,651],{},"不适用第 6a 条（但仍受 UCPD 约束）","：",[528,654,655,665],{},[531,656,657],{},[534,658,659,662],{},[537,660,661],{},"情形",[537,663,664],{},"依据",[544,666,667,675,683,691,699],{},[534,668,669,672],{},[549,670,671],{},"不提降价的一般营销说法，如「最低价」「best prices」",[549,673,674],{},"指南第 1.1 节",[534,676,677,680],{},[549,678,679],{},"与其他商家价格、制造商建议零售价的比较",[549,681,682],{},"指南第 1.1、3 节",[534,684,685,688],{},[549,686,687],{},"附条件的组合或捆绑优惠，如「买一得二」「买三件 7 折」",[549,689,690],{},"指南第 3 节",[534,692,693,696],{},[549,694,695],{},"长期会员计划（如有效期 6 个月、1 年的折扣卡）与积分",[549,697,698],{},"指南第 2.3 节",[534,700,701,704],{},[549,702,703],{},"真正个人化、事先未公告的降价，如购后发给该顾客的下次优惠券、生日礼遇",[549,705,698],{},[512,707,708],{},"例外的例外：指南第 2.3 节写明，名义上个人化、实际向全体顾客开放的优惠仍适用第 6a 条，例子是「今天使用代码 XYZ 享 20% 折扣」与「本周末会员全场 8 折」，前提是该代码或会员计划为多数顾客可得、可用。",[524,710,711],{"id":711},"前价怎样计算",[512,713,714],{},"指南第 2.1 节：",[716,717,718,725,728,731,734],"ol",{},[600,719,720,721,724],{},"找出该商品在降价前至少 30 天内的最低价，",[516,722,723],{},"包括这期间任何促销价","。忽略此前促销期的价格违反第 6a 条。",[600,726,727],{},"降幅必须以前价为基数。指南的例子：宣布「5 折」，30 天内最低价为 100 欧元，最近一次售价为 160 欧元，则必须以 100 欧元为前价。",[600,729,730],{},"可以用更长期间内的最低价作为前价；但成员国规定长于 30 天的期间，需要评估其是否符合欧盟法。",[600,732,733],{},"先抬价不足 30 天、再宣布降价时，前价仍是此前 30 天内的最低价，即抬价前的价格。",[600,735,736],{},"不同销售渠道价格不同时，按各渠道各自 30 天内的最低价分别标示。",[512,738,739],{},"欧盟法院 2024-09-26 的 C-330\u002F23 判决对第 6a(1)(2) 条作出解释：商家以百分比或以强调价格优惠的促销语宣布的降价，必须以第 2 款意义上的前价为基础确定。",[524,741,742],{"id":742},"前价怎样展示",[597,744,745,751,757,763,769],{},[600,746,747,750],{},[516,748,749],{},"一般性降价公告","（如「今日全场 8 折」）：前价不必出现在横幅等公告本身，但必须在销售点标示，即门店价签或线上店铺的价格区域（指南第 2.2 节）。",[600,752,753,756],{},[516,754,755],{},"价格稳定时无需改价签","：过去 30 天没有涨价、也没有其他促销的商品，原标价就是前价；30 天内涨过价或做过促销的，必须调整展示的前价。",[600,758,759,762],{},[516,760,761],{},"可以同时展示其他参考价","，但必须解释清楚、不造成混淆、不分散对前价的注意。指南的例子是同时写明「过去 30 天最低价 100 欧元」与「非促销期常规价 120 欧元」。",[600,764,765,768],{},[516,766,767],{},"不要求写明前价执行了多久","；前价在活动开始时标出即可，整个活动期间可以沿用。活动可以超过 30 天；延长活动要明确告知是延长而非新活动。",[600,770,771,774],{},[516,772,773],{},"集团或加盟统一活动","：由总部策划时，各参与零售商仍对自己商品的前价负责。",[524,776,777],{"id":777},"连续大促与成员国选项",[512,779,780],{},"指南第 4.3 节区分两种情形：",[597,782,783,789],{},[600,784,785,788],{},[516,786,787],{},"同一活动中不间断地逐步加深降幅","：成员国选用第 6a(5) 条时，前价是首次降价前 30 天内的最低价，并在整个活动中沿用。该选项须从严解释。",[600,790,791,794,795,519],{},[516,792,793],{},"30 天内的连续活动","：指南举例「12 月每个周日 8 折」以及接连的「Singles day」「Black Friday」「Cyber Monday」与圣诞促销。只要中间价格回升过，每一轮的前价都是此前至少 30 天内的最低价，",[516,796,797],{},"包含上一轮的促销价",[512,799,800],{},"其他成员国选项（指南第 4.1、4.2 节）：",[597,802,803,809],{},[600,804,805,808],{},[516,806,807],{},"易变质商品","：成员国可另定规则，甚至完全豁免；但季节性服装等只是「商业意义上过期」的商品不属于此类。",[600,810,811,814],{},[516,812,813],{},"上市不足 30 天的新品","：成员国只能规定更短期间，不能完全豁免。缺货后重新上架或季节性商品重新销售的，不算新品；可以用此前累计销售至少 30 天的更长参考期内最低价作为前价，必要时告知顾客该价格来自上一季。",[524,816,818],{"id":817},"与-ucpd-的关系","与 UCPD 的关系",[512,820,821],{},"指南第 3 节写明：第 6a 条是特别规则，前价是否正确按第 6a 条判断；其他方面仍适用 UCPD，例如降价期相对原价销售期过长，或宣传「最高 7 折」但只有少数商品达到该折扣。违反第 6a 条的行为同时构成误导时，执法机关也可以适用 UCPD。",[524,823,824],{"id":824},"未核验与需要合规确认",[597,826,827,830,833,836],{},[600,828,829],{},"各成员国对第 6a(3)-(5) 条选项的取舍、国内处罚标准，均未逐国核验。",[600,831,832],{},"英国、瑞士等非欧盟地区的价格标示规则不在本页范围内。",[600,834,835],{},"本页依据的委员会通告仅为指南，只有指令本身具有法律效力，权威解释以欧盟法院判决为准；通告写明其只考虑了截至 2021 年 10 月的判例。",[600,837,838],{},"本页不构成法律意见。具体商品、渠道与活动是否合规，需要法务或合规确认。",{"title":840,"searchDepth":841,"depth":841,"links":842},"",2,[843,844,845,846,847,848,849,850],{"id":526,"depth":841,"text":526},{"id":592,"depth":841,"text":592},{"id":626,"depth":841,"text":626},{"id":711,"depth":841,"text":711},{"id":742,"depth":841,"text":742},{"id":777,"depth":841,"text":777},{"id":817,"depth":841,"text":818},{"id":824,"depth":841,"text":824},"dtc",[],"current","转述欧盟 Directive 98\u002F6\u002FEC 第 6a 条及委员会指南：宣布降价时必须标示此前不少于 30 天内的最低价作为前价，说明哪些表述算降价公告、前价怎样计算与展示、连续大促与成员国选项，以及欧盟法院 C-330\u002F23 判决对折扣百分比基数的解释。",null,[857],"finance-compliance","partial","md",[],[],true,[],{},[],[],[868],"eu",[74,102,132,139,441],[871,872,873],"owner","operations","content",{"title":502,"description":854},[876,877,878],"https:\u002F\u002Fpublications.europa.eu\u002Fresource\u002Fcellar\u002F6c0a5cd1-ec06-11ec-a534-01aa75ed71a1.0002.02\u002FDOC_1","https:\u002F\u002Fpublications.europa.eu\u002Fresource\u002Fcellar\u002Ffc579678-687a-11ec-9136-01aa75ed71a1","https:\u002F\u002Fpublications.europa.eu\u002Fresource\u002Fcellar\u002F4927d12c-7be8-11ef-bbbe-01aa75ed71a1",[880,881],"evaluate","convert","published","regulations\u002Feu-price-reduction-indication",[885,886,887,888,889,890],"欧盟","价格标示","降价公告","前价","30 天最低价","Article 6a",[],[],"2026-10-10",[],"2026-10-10 经欧盟出版局（Publications Office）读取：Directive 98\u002F6\u002FEC 2022-05-28 合并文本英文版（Article 1、2、3、4、6a、8、10）；委员会通告 2021\u002FC 526\u002F02《Article 6a 解释与适用指南》英文全文；欧盟法院 2024-09-26 C-330\u002F23 判决英文版的裁判部分。EUR-Lex 的 HTML 页面本次返回机器人校验页，未能直接读取，故 sources 列出的是同一文件在出版局的地址。未核验各成员国对第 6a 条的转置与可选规则，未核验英国等非欧盟地区，未在真实业务中验证。本文只转述官方文本，不构成法律意见，需要法务或合规确认。","EvCcZ1JDXbekmBjq7x2QO4FDE2wgB1TABqDLLMiAp1s",{"topic":898,"paths":900},{"title":899,"path":23},"财务与合规",[901],{"id":902,"path":455,"title":903,"steps":904},"zh_paths\u002Fcommerce\u002Fpaths\u002Fcampaign-planning.md","营销活动策划：从选形式到复盘",[905,908,911,915,918,921,924,927,930,933,936,939,942,945,948,951,954,957,960,963,966,969,972,975,978,981,984,987,990,993,996,999],{"path":38,"required":862,"objective":906,"check":907},"按主目标选活动形式并写齐七个要素","能为一次计划中的活动写出唯一的主目标、主指标及对比基线，从对照表选出形式并写明它的主要代价，再把目标、对象、机制、节奏、渠道、预算、复盘指标各写成一行。",{"path":74,"required":862,"objective":909,"check":910},"区分标价、划线价、折扣码与自动折扣","能说明折扣在系统里是规则、在监管眼里是价格呈现，并分别写出美国联邦与欧盟对参考价的要求和各自适用地区。",{"path":83,"required":912,"objective":913,"check":914},false,"选读：满减、阶梯折扣、满额免邮与满额赠","能用订单金额分位数定一个门槛，算出满 T 减 D 的最大让利率 D ÷ 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