Inspectors Crack Down on Fake Black Friday Deals in Portugal

Portugal’s Black Friday surge is in full swing and, behind the avalanche of discounts, the country’s consumer watchdog is quietly rolling out its most ambitious operation to date. Driven by fears of fraudulent discounts and a desire to protect holiday spending, the Ministry of the Economy has ordered stepped-up inspections that will cover every corner of retail — from suburban megastores to the busiest e-commerce portals. Minister Manuel Castro Almeida framed the move as essential for market fairness, pointing to the exponential jump in online orders and the importance of price transparency in a climate where quick-fire flash sales can mislead even seasoned shoppers.

Why the watchdog is stepping up

The government’s call comes after a year of record turnover across the retail sector, with analysts predicting more than €2.3B in transactions over this long shopping weekend alone. The spike is welcome news for merchants, yet it also raises concerns for inflation-weary families who may be lured by deceptive “half-price” tags that, days earlier, were anything but. The Ministry argues that the integrity of the season can influence the reputation of brands well beyond November. Under Portugal’s law 10/2021, retailers must show authentic pre-sale pricing; hiding or manipulating that history is punishable following joint analysis by ASAE and the Competition Authority. Special teams are now scrutinising how both domestic chains and cross-border platforms promote their bargains, especially those that rely on opaque algorithmic price shifts.

Digital storefronts under the microscope

Online shopping is where the largest risks — and the largest bargains — live. Inspectors are looking at the role of algorithms that adjust prices within seconds, often faster than consumers can compare offers. ASAE says it has developed new tools to track suspect flash-pricing patterns on leading marketplaces, complemented by nightly data scraping that spots deals blocked for certain IP addresses through geo-blocking. The watchdog is also paying attention to cybersecurity seals such as SSL badges; missing or counterfeit signs can hint at cloned sites. Officers warn that hackers like to launch phishing clones during peak traffic, harvesting shoppers’ details before legitimate brands can react. For buyers, insisting on digital receipts is a first line of defence, because an electronic trail dramatically speeds up any claim if things go wrong.

Lessons from last year’s crackdowns

History shows that extra vigilance pays off. In 2024, ASAE carried out 327 inspections and opened 21 administrative cases in just one month. Among the most common findings were fake markdowns posted by repeat offenders who had quietly raised prices the week before. Penalties were not symbolic: retailers faced fines up to €44k and, in extreme situations, product seizures from northern warehouses. The authority also experimented with co-ordinated raids that combined on-site checks and real-time online monitoring. According to its newly published statistical dashboard, that strategy produced a measurable deterrent effect, with a drop in misleading ads during Cyber Monday.

How consumers can stay one step ahead

Officials keep reminding shoppers that even the best oversight cannot replace individual vigilance. Experienced bargain hunters rely on price trackers to spot sudden spikes. If an offer feels too good, the legal cool-off period allows returns without explanations within 14 days. Experts recommend looking for the small encryption logo in the browser bar: without it, no secure payment gateways are guaranteed. Should a parcel arrive damaged or not at all, residents can invoke their right to withdrawal or demand credit card chargebacks. Complaints may be filed through the consumer helpline 217 969 100 or logged on Portal da Queixa. All of these measures help maintain financial discipline and curb impulse buys.

What happens next

Once the frenzy of Cyber Monday recedes, ASAE plans follow-up audits to verify whether stores honoured delivery times and refund policies. Retailers found in serious breach risk public naming when the agency publishes its annual report early next year. Investigators are building a digital evidence vault to keep logs in line with the EU Omnibus Directive, a regulation that will also push for broader supply-chain traceability across the bloc. Officials hope that sharper data and smarter enforcement will turn Portugal’s festive shopping marathon into a safer, more transparent experience for everyone.