Prices in your ad: what must be on it in Austria?

In short: If your ad shows a price and is aimed at consumers in Austria, it must show the final price in euros, including VAT and all mandatory surcharges. A net price may only appear in addition, right next to it. If you sell goods by weight or volume, add the unit price; if you advertise a discount, add the lowest price of the previous 30 days. Breaking the Austrian Price Labelling Act can cost a fine of up to €1,450.

With a 10-second ad you want to show one big number and nothing else. The law asks for a little more. This page lists exactly what has to be on the creative, what can go, and how both fit on a screen. No legalese pretending to be an answer.

This is a practical overview, not legal advice. It is based on the Austrian Price Labelling Act (PrAG) in the RIS and the WKO guidance on price labelling.

Does the Price Labelling Act apply to ads on a screen?

Yes, as soon as your creative names a price. The duty does not come from advertising, it comes from showing a price.

The PrAG governs prices shown to consumers. The WKO sums it up: whenever prices are stated, whether required or voluntarily in advertising, the gross price must be shown. A digital screen is simply a poster that moves.

That leaves two simple cases:

• No price on the creative: no price information needed. "New winter menu from Monday" is fine without a number.
• A price on the creative: all the rules below apply.

If your offer is aimed only at businesses, the WKO says the PrAG does not apply. But a screen in Vienna's 1st district is seen by everyone walking past. In that case, state clearly that the offer is for businesses and that the price is net.

Gross or net: which price goes on the creative?

Gross. The price on the creative is what your customer pays in the end, including VAT and all other charges and surcharges.

Three rules:

1. Euros. If you add another currency, the euro price must be at least as large and as prominent.
2. Net only as an extra. A net price is allowed if the gross price is shown right next to it.
3. Mandatory surcharges belong in the price. Anything every customer has to pay is not a separate line underneath.

On the creative, calculated with 20% VAT:

Does the unit price have to be on the creative?

If you sell goods by weight, volume, length or area: plan for it. Section 10a PrAG then requires, next to the selling price, the price per 1 kg, 1 l, 1 m, 1 m² or 1 m³.

An example: pumpkin seed oil, 0.25 l for €9.90. The unit price is €9.90 ÷ 0.25 = €39.60 per litre. The creative reads: "€9.90 · 0.25 l · €39.60/l".

The WKO lists exceptions, including packs under 20 g or 20 ml and combined offers. Public sources do not say with full clarity whether the unit price must appear in every ad. The safe option costs you one line of text: put it on.

Services such as a haircut, a massage or a driving lesson have no unit price. The final price is enough.

Can you advertise "from" prices?

Yes, if something is actually available at that price. "From €19" is a gross price like any other and must not mislead.

Check before uploading:

• Does the cheapest offer really exist, without hidden conditions?
• Is the "from" price gross?
• Is it clear what the price is for? "Haircut from €19" is clear, "Beauty from €19" is not.

We do the same at adyoutiser. "From €2. One day is enough." means €2 is the minimum order value, not a price per day. Because we sell to businesses, our prices are net. The 5% Austrian advertising tax for screens in Austria and VAT are added as separate lines at checkout. How the advertising tax works is explained in Austrian advertising tax.

What applies to discounts and strike-through prices?

If you advertise a price reduction, you must state the lowest price of the 30 days before the reduction (section 9a PrAG). The discount is calculated from that price.

An example: the lowest price in the last 30 days was €59, now you sell at €44.25. Then "−25%" is correct, because €59 × 0.75 = €44.25. If you charged €49 at some point in those 30 days, €49 is the reference price and the discount is only about 10%.

One line under the new price is enough: "Lowest price of the last 30 days: €59".

To skip the maths, advertise without numbers: no price, no percentage, just the occasion. The November calendar and two ready-made creative variants are in Black Friday 2026: the 30-day price rule.

How does all of this fit into 10 seconds?

With a clear order: one product, one big price, the mandatory line small but legible, everything else behind a QR code.

How to build a portrait creative, for example at 1080 × 1920 pixels:

1. Top: product or occasion, three to five words.
2. Middle: the gross price, the largest element.
3. Right below: unit price or "Lowest price of the last 30 days".
4. Bottom: logo, address and, if you like, a QR code to the full price list.

Three rules that are most often missing:

• One price per creative. Nobody reads three prices in 10 seconds.
• Mandatory line in the same frame. If the price is in the frame, the mandatory information is in the same frame, not in a later scene of the video.
• The QR code adds, it does not replace. It is fine for further prices. For the price you show on screen, everything required belongs on the screen.

Formats and resolutions per screen are listed in creative specs and for each location on the map.

Who checks the price information before the start?

You do. Every creative at adyoutiser is reviewed before it starts, by AI and a human. That review does not replace your own price check, because the advertiser is responsible for the price information.

Five questions before you upload:

1. Is the price gross, in euros, including all mandatory surcharges?
2. Is a net price shown only in addition and right next to the gross price?
3. Goods by weight or volume: is the unit price shown?
4. Discount: is the lowest price of the last 30 days shown?
5. Is the price valid for the whole period of your booking?

Point 5 is often forgotten. If your offer ends on Sunday, book the screen until Sunday, not until Wednesday. A booking at adyoutiser can last a single day.

Does this also apply to the screens in Bratislava?

No. The 3 screens in Bratislava (HUMA 6) fall under Slovak law, not the Austrian PrAG. The Austrian advertising tax does not apply there.

The main differences, from language to health claims, are in Slovak advertising rules compared. Everything above applies to the 16 screens in Vienna and the screen in Amstetten. The Vienna locations are on DOOH in Vienna.

Frequently asked questions

Do I have to show a price on a digital screen at all?

No. There is no duty to advertise prices. The rules only apply once you show a price. A creative without a number needs no price information.

Can I show net prices if I also have business customers?

Only in addition, with the gross price right next to it. A purely business offer may advertise net prices if it clearly states that it is aimed only at businesses.

What does a pricing mistake cost?

Section 15 PrAG provides for an administrative fine of up to €1,450. Competitors can also sue for an injunction under the Austrian Unfair Competition Act (UWG).

Is a QR code to the price list enough instead of the mandatory information?

For additional prices, yes. For the price your creative shows, no: gross price, unit price and the discount reference price belong in the same frame.

How far ahead does my creative need to be ready?

You can book from today and upload the creative in the booking step or add it later. The ad starts after the review. Answers on process and formats are in the FAQ.

Creative ready, price checked: pick your screen and dates at Book now.