Belgium is implementing new transparency requirements for energy contracts, including a ban on conditional discounts and the introduction of mandatory QR codes. The measures, which take effect October 1, aim to prevent energy providers from using misleading promotional offers to attract customers and ensure consumers can compare prices accurately.
The Belgian Chamber of Representatives approved the legislation to eliminate what are locally termed “sjoemelkortingen”—conditional discounts that often hide the true cost of an energy contract. Under the new rules, energy suppliers can no longer offer promotions that are contingent on specific, restrictive conditions that make the final bill unpredictable for the consumer.
A central component of the reform is the requirement for all energy contracts to feature a QR code. This code must link directly to a standardized comparison tool, allowing consumers to verify the offer against competitors in real-time. The move follows long-standing complaints from consumer advocacy groups regarding the complexity of energy billing and the opacity of promotional pricing.
Why are conditional energy discounts now banned in Belgium?
The ban targets “conditional promotions,” where suppliers offer steep initial discounts that expire or vanish if certain conditions are not met. According to reports from De Tijd, these practices often mislead consumers into signing contracts that appear cheaper than they are over the long term.
These conditional discounts frequently functioned as “loyalty traps,” where the discount was tied to the consumer remaining with the provider for a set period or avoiding certain plan changes. By banning these structures, the Belgian government intends to force suppliers to present the actual, sustainable price of energy from the outset.
Testaankoop, the Belgian consumer organization, expressed satisfaction with the new rules. The organization stated that the measures will make energy bills more transparent and reduce the likelihood of consumers being lured by “fake” discounts that do not reflect the actual cost of the service.
How will the mandatory QR code change energy shopping?
The mandatory QR code serves as a digital bridge between a supplier’s marketing materials and objective data. When a consumer scans the code, they are directed to a comparison platform managed by the Commission for Electricity and Gas Regulation (CREG), the federal regulator for the energy market.
This integration is designed to remove the friction associated with manual price comparisons. Instead of navigating multiple supplier websites or relying on third-party brokers who may have incentives to promote specific brands, consumers can access verified, standardized data directly from the contract offer.
The CREG tool ensures that the data presented is uniform across all providers. This prevents companies from using different metrics—such as comparing a fixed-rate plan to a variable-rate plan without clear distinctions—to make their offers seem more attractive.
What does this mean for Belgian consumers and energy suppliers?
For consumers, the primary benefit is a reduction in “bill shock.” By eliminating conditional discounts, the gap between the advertised promotional price and the actual monthly invoice should narrow. Consumers will no longer face the risk of losing a significant portion of their discount due to fine-print conditions.
Energy suppliers must now overhaul their contracting processes and marketing strategies. The shift requires a move away from aggressive, short-term promotional hooks toward competitive, transparent pricing. Companies that continue to use conditional promotions after the October 1 deadline may face regulatory penalties from the CREG.
The reform also addresses the “switching” behavior of consumers. In the past, the complexity of contracts discouraged many from switching providers, even when cheaper options were available. The combination of transparent pricing and the QR-code comparison tool is intended to increase market fluidity and force suppliers to compete on actual value rather than marketing tactics.
The Belgian government’s focus on transparency aligns with broader European Union efforts to protect consumers in the energy sector, particularly following the extreme price volatility seen in 2022 and 2023. By standardizing how energy is sold, the state aims to stabilize the consumer experience and prevent predatory pricing during periods of market instability.
The next official checkpoint for these regulations is the full implementation and monitoring phase starting October 1, when the CREG will begin auditing contracts for compliance with the QR code and discount mandates.
Do you think these rules will actually lower energy prices, or will suppliers find new ways to hide costs? Share your thoughts in the comments below.