1. Fair prices and discounts
Our prices include VAT. During a discount promotion, we always display the “from” price as the lowest price at which the product was offered in the 30 days prior to the promotion (Omnibus Directive, in force in the Netherlands since May 2022 via the Prices Act). We do not use fictitious or inflated reference prices.
Why this is important: The ACM actively enforces this. In June 2024, it submitted a total €621,000 in fines pointed out five online stores for fake discounts (including €130,000 for Leen Bakker and €112,500 for JYSK). Fair pricing is therefore not only a principle, but also a strict obligation.
2. Real, verified reviews
We do not post fake reviews, nor do we allow them to be posted. Our reviews come from verified buyers via Google Reviews and Trustpilot. We state how and whether reviews are verified (Omnibus obligation).
3. Transparent advertisements and sponsored content
- We clearly label paid advertising positions in search results or on platforms as “sponsored” or “advertisement”.
- We distinguish visibility resulting from payment from organic results.
- We do not mislead consumers regarding the commercial nature of communications (Art. 6:193g BW black list).
4. Social media & influencer collaborations
When collaborating with creators or influencers, we follow the Dutch Advertising Code (NRC) and the Advertising Code Social Media & Influencer Marketing (RSM). This means:
- The creator always clearly states whether it is a paid collaboration, discount, or free product.
- The notice is such that the follower/viewer direct and unmistakable can see that it is an advertisement, before the rest of the content.
- Influencers with ≥ 100,000 followers who upload ≥ 24 videos per year are required to be registered with the Dutch Media Authority (Media Act).
Violations of the NRC/RSM can be reported to the Advertising Code Foundation (reclame.nl). The ACM can take enforcement action when advertising also constitutes an unfair trade practice (Art. 6:193a et seq. of the Dutch Civil Code).
5. No misleading or aggressive practices
We refrain from all misleading or aggressive commercial practices as referred to in Articles 6:193a-6:193j of the Dutch Civil Code, including the blacklists of Articles 6:193g (misleading) and 6:193i (aggressive).
6. Substantiated sustainability and origin claims
Claims such as “handmade” and “natural materials” are always substantiated - see Origin & transparency and Sustainability policy. As of approximately September 2026, the rules for green claims have been further tightened (EmpCo Directive EU 2024/825).
7. Children
Our products and marketing activities are aimed at adult consumers. We do not target young children with advertising and adhere to the Advertising Code for Children and Youth.
Last updated: June 1, 2026.
