Did the 90-Day Promo Ban Help Greek Households — or Hurt Them?

Has Greece’s Promo Ban on Price-Hiked FMCGs Helped Households—or Made Things Worse?

Let’s break it down.

In an effort to fight inflation and support household budgets, the Greek government passed legislation banning promotional activities on FMCG products that have undergone price increases—for 90 days following the increase. But has this measure actually helped? Quite the opposite.

Suppliers, faced with soaring raw material costs, were left with no option but to raise prices—often by more than 10%. At the same time, they were forced to suspend all promotional campaigns for three months. The result? Consumers are now paying the highest-ever shelf prices for their most trusted products.

Inflation didn’t ease. Disposable income shrank. And retailers saw average basket values decline sharply.

Retailers tried to offer promotions through loyalty programs, but those were soon restricted by the same law. So, who’s really benefiting from this policy? No one.

It’s time the Greek government reconsiders. Consumers, suppliers, and retailers alike are suffocating under this legislation—and only relief, not restrictions, will lead to long-term stability.