Temu’s European operator, Whaleco Technology Limited, will pay more than €3.3 million in consumer compensation and fines following an investigation by the Hungarian Competition Authority (GVH) into alleged unfair commercial practices on the online marketplace.
The case concludes with Temu agreeing to refund at least HUF 882 million (approximately €2.25 million) to Hungarian consumers and to pay an additional HUF 437 million (approximately €1.11 million) fine to the Hungarian central budget. In total, the financial impact of the case exceeds HUF 1.3 billion (approximately €3.36 million).
The GVH launched proceedings against Whaleco in March 2024, suspecting that the company had engaged in misleading and unfair commercial practices capable of deceiving consumers on the Temu platform. During the investigation, the authority found that Temu created a false impression of price reductions through the use of crossed-out reference prices, failed to substantiate advertised discounts of “up to 95%” or more, and promoted certain products as discounted when no genuine reduction was available. The GVH also concluded that the platform used urgency messaging presented in a manner capable of exerting psychological pressure on consumers and employed misleading environmental and sustainability claims.
Whaleco cooperated throughout the investigation, acknowledged the infringements identified by the authority, and waived its right to appeal. The company also ceased several of the contested practices during the course of the proceedings.
As part of the resolution, Temu committed to implement a comprehensive consumer protection compliance programme and to compensate all Hungarian consumers who made purchases via the Temu website or app between November 2023 and September 2024. Each eligible consumer will receive HUF 2,000 in compensation through a dedicated reimbursement process. If the total compensation paid and verified by the GVH falls short of HUF 882 million, Temu must pay the difference to the Hungarian central budget as an additional fine.
In setting the additional HUF 437 million fine, the GVH took into account Temu’s compensation commitments, the implementation of the compliance programme, and the company’s broader cooperation during the proceedings. Temu must fully implement its commitments within one year, with the authority set to monitor compliance through a follow-up investigation.
The case continues the GVH’s active enforcement against global online marketplaces and digital retail platforms. In recent years, the authority has secured consumer compensation and compliance commitments from several major e-commerce platforms, including Wish, About You, Answear and CCC, reflecting sustained regulatory scrutiny of online pricing and promotional practices in Hungary.
The decision was announced on 28 April 2026.
