E-shop obligations: Do you know what information you must provide for the products you sell?

If you run an online store, you are required to comply with certain legal requirements. These e-shop obligations primarily serve to protect customers, and failure to comply may result in a significant fine from the Czech Trade Inspection Authority (ČOI).

The Consumer Protection Act No. 634/1992 Coll. defines the so-called seller’s information obligation. In this article, you’ll learn what information must be provided for products to meet this obligation.

Accurate product description

A good product description is essential. It not only helps increase sales and reduce returns, but it is also legally required. You should always describe the product in a way that gives the customer a realistic idea of its features, such as size, appearance, material, or composition.

It should also be clearly stated how the product is used and maintained, as well as any risks arising from improper use.

For products where it makes sense, you must provide instructions in Czech. These can be in paper form or digital form on a durable medium (e.g., email attachment, USB flash drive).

Misleading the customer

In addition to being truthful, the product description must not intentionally mislead the customer. Even a factually correct description may be written in a way that creates a false impression, which is prohibited by law.

The same applies to the “omission” of key information that could mislead the buyer. Such conduct is unacceptable, and misleading customers may result in a fine.

Prices and discounts

Another mandatory piece of information for every product is its price. Before purchasing, the customer must clearly know how much the product costs and whether the price is per piece, meter, kilogram, etc.

Planning a discount campaign? Be careful. Discounts must be based on the lowest price of the product in the last 30 days, and customers must be informed of this.

As an e-shop operator, you are required to keep records of product prices. You cannot increase a price and then announce a discount based on that higher price. In such a case, the discount would still have to be calculated from the lowest price in the previous 30 days.

Product labeling

The seller’s obligations also apply to product labeling. If possible, the following information must be indicated directly on the product (or its packaging):

• information about the manufacturer, importer (or supplier)
• product name
• weight/size/dimensions (or composition)
• other information necessary for clear product identification (if required)

The seller is responsible for this labeling. Even if the manufacturer or supplier does not provide this information, you must supplement it truthfully.

If the product cannot be labeled directly, the information must be provided to the customer in another way. As a seller, you must not alter or remove labeling provided by the manufacturer, importer, or supplier—even by covering it up, which is a common practice.

Delivery methods and costs, payment options, delivery restrictions

Before the purchase process begins (i.e., before the customer adds the product to the cart), the customer must have access to information about delivery and payment methods, including their prices and any additional fees.

Customers must also be informed about delivery restrictions (age verification, country limitations, etc.). It is highly recommended to state the estimated delivery time.

These details do not necessarily have to appear directly on the product page, but for customer convenience, it is useful. In any case, this information must be accessible somewhere in the e-shop.