Brian McHugh

So we currently have those powers for breaches of competition law.

And separately, we see other agencies, for example, breaches of data protection law, have very strong fining powers.

Absolutely.

We very much think it's time to bring those type of powers to breaches of consumer law.

Because we know that businesses, when they make their business decisions, will take into account what the potential punishment might be.

And if it's €10,000 fine, they're not going to put systems in place to comply with consumer law.

No, absolutely.

In this case, I do think that reputational impact is important.

I do think a deterrent effect is important.

So any businesses today who might have similar pricing practices should really be looking at their store and making sure consumers are not misled because we will be out there and we will be looking and where necessary, we will prosecute.