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Consumer Watchdog Flags Misleading Price Comparisons On E-Kalathi

by THEFUTURE.TEAM

February 4, 2026

The Cyprus Consumer Association has raised warnings regarding the potential for misleading price displays on the e-Kalathi platform, a tool initially designed to empower consumers by facilitating hypermarket price comparisons. According to the Association, the discrepancy in pricing information could be steering consumers toward inaccurate conclusions about which retailer offers the lowest prices.

Platform Inception And Diverging Outcomes

Launched in June 2025, e-Kalathi was intended to increase competition among supermarkets and lower consumer costs through transparent price comparisons. Seven months later, however, the platform appears to be delivering mixed results. The Cyprus Consumer Association reports that some listed prices may not accurately reflect actual store pricing, which could mislead customers about overall affordability.

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January 2026 Study: A Closer Look At Pricing Anomalies

A study conducted in January 2026 found that certain products shown on e-Kalathi were priced lower than comparable items not included on the platform. One example involved a strawberry-flavored children’s yogurt dessert. While the platform suggested a competitive price, other flavors sold outside the listing were often more expensive, potentially distorting how consumers interpret value.

Among the supermarkets reviewed — Alpha Mega, Sklavenitis, Athinainitis, Kkolias, Ioannidis, Super Discount and Metro — only Athinainitis and Ioannidis kept consistent pricing across different flavors regardless of platform presence. The study also noted a pricing difference between wholesale and retail levels: a product listed at €2.75 in a manufacturer’s catalogue was regularly sold for under €2 in stores.

Limited Product Overlap: Challenges For Consumers

The study also highlighted that out of seven major hypermarkets referenced in a Consumer Protection Service announcement on January 31, only one tracked a complete set of products on the platform. The remaining stores offered only a subset of products, thereby reducing the accuracy and effectiveness of price comparisons and limiting consumer choice.

Price Differentiation And Market Convergence

Additional findings indicated that some supermarket chains introduced price variations between their branches, a pattern not widely observed before August 2025. This may reflect stronger local competition. At the same time, overall prices for common items have moved closer together, with the gap between the highest and lowest nationwide prices narrowing from 13% in July 2025 to 4.4% in January 2026.

In conclusion, the Cyprus Consumer Association says the pricing inconsistencies observed on e-Kalathi could mislead shoppers about the true cost of their purchases. The findings are based solely on platform data and may require further review to determine the broader impact on consumers.

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EU Adopts New Package Travel Rules With 14-Day Refund Requirement

The Council of the European Union adopted updated rules on package travel, introducing stricter requirements for refunds, transparency and consumer protection across member states. Updated provisions revise the existing directive and define obligations for travel providers offering bundled services such as flights, accommodation and transfers.

Clarifying The Package Travel Directive

The updated directive clarifies the definition of package travel and excludes certain linked travel arrangements from its scope. Coverage applies to services sold as a single product, including combinations of transport, accommodation and additional services. This revision standardizes how travel products are classified and clarifies rights and obligations for both providers and consumers at the point of purchase.

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Enhancing Transparency And Consumer Rights

New rules require providers to disclose key information before and during travel, including payment terms, visa requirements, accessibility conditions and cancellation policies. These disclosures aim to reduce disputes and improve consumer awareness. Defined refund timelines include a 14-day period for cancellations due to extraordinary circumstances and up to six months in cases of organiser insolvency. The measures address gaps identified in earlier versions of the directive.

Ensuring Accountability And Trust In Travel Services

Organisers must implement complaint-handling systems and provide clear information on insolvency protection under the updated framework. These provisions aim to improve accountability across the travel sector. Previous disruptions, including the collapse of Thomas Cook and travel restrictions during COVID-19, exposed weaknesses in refund processes and consumer protection. Updated rules respond to those issues.

Implications For Cyprus And The Broader Industry

Tourism accounts for approximately 14% of Cyprus’s GDP, with package travel playing a central role in visitor flows. Major operators such as TUI and Jet2 provide structured travel offerings that support demand. Such operators contribute to revenue stability and help extend the tourism season by securing transport and accommodation in advance. Greater regulatory clarity may support continued sector growth.

A Model For Future Consumer Protection

Clearer rules on vouchers, refunds and insolvency protection now apply across the European Union. These measures aim to reduce consumer risk in cross-border travel. Implementation across member states will determine the impact on both consumers and travel providers. The framework may influence future regulatory approaches in the sector.