What's illegal? Changing prices? Giving discounts? As I understand it, the EU, as always, is using solutions to problems that are worse than the problems themselves.

And so, instead of a situation where the price, taking into account the fake discount, becomes, on average, a little higher on the day of the sale, we get a situation where... the price, taking into account the fake discount, becomes, on average, a little higher on the day of the sale, and much higher the whole month before that.