With digital services and AI-based solutions becoming ubiquitous across industries, GVH’s recent actions offer critical compliance takeaways for all market players.
In 2024, GVH concluded 21 consumer protection proceedings, accounting for nearly 40% of all fines imposed, a total of approximately HUF 1.7 billion. This trend signals the growing importance of consumer rights in digital markets, where fairness, transparency, data handling, and advertising claims are increasingly scrutinized.
GVH has ramped up its oversight of online platforms, e-commerce, and digital advertising, often with a focus on unfair commercial practices. This reflects the reality that 90% of Hungarians use the internet daily, with most engaging on social media and shopping through e-commerce platforms. Below are some key cases that illustrate GVH’s current priorities:
Viber: The GVH found that information about the platform’s “free” and “secure” services was not available in Hungarian, nor were data processing policies fully disclosed to Hungarian users. In response, Viber committed to a comprehensive corrective package, including:
• Hungarian-language data privacy notices and app content,
• Reduced data collection by default,
• Launching the Viber Plus subscription in Hungary,
• Developing a Hungarian-language privacy chatbot.
Booking.com: Fined HUF 382.5 million for failing to comply with previous GVH obligations. Despite modifying some of its practices, the platform:
• Continued promoting “free cancellation” while removing cheaper, non-refundable options,
• Still used pressure-based messaging that could mislead consumers, albeit in a reduced form.
CTS Eventim Hungary: Applied drip pricing during online ticket sales, failing to clearly inform consumers about all price components in a timely manner. The company cooperated with the GVH, agreeing to:
• Compensate affected consumers and
• Simplify its pricing structure.
Donoci (lampak.hu): Could not prove that the original prices indicated in promotions were genuine and misled consumers with urgency cues. GVH imposed a HUF 126 million fine.
Wizz Air: A recurring subject of GVH enforcement, Wizz Air was fined HUF 307 million in 2024 for multiple infringements. The GVH found that the airline withheld or delayed key information from consumers, specifically, that certain additional services could be purchased individually even with the basic fare option. The GVH also concluded that Wizz Air engaged in commercial communication that failed to meet professional diligence standards, particularly regarding the content and limitations of its automatic check-in service.
Beyond this, GVH launched two further proceedings against Wizz Air in 2024. One case concerned alleged omissions of essential information regarding free online check-in, which may have led to avoidable costs for consumers. A second investigation focuses on suspected deficiencies in the company’s booking system and a lack of transparency around service fees.
To minimize the risk of regulatory intervention, companies should urgently review the following areas:
1. Audit Digital Market Conduct
Ensure that pricing models, promotions, and data practices comply with competition and consumer protection laws. This includes clear and accurate representations of offers and accessible data privacy information, especially in the local language.
2. Make Advertising Transparent and Substantiated
All marketing content should be truthful, non-misleading, and evidence-based. Avoid urgency messages that may exert psychological pressure unless fully justified and lawful.
3. Strengthen Internal Compliance Structures
Adopt robust compliance programs, including regular employee training, internal monitoring, and proactive risk assessments. Demonstrating a strong compliance culture may also reduce sanctions in the event of a breach.
This article was first published in the Budapest Business Journal print issue of May 30, 2025.
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