Shrinkflation: A Global Legal Response to a Growing Consumer Concern

In recent years, shrinkflation—the practice of reducing the size or quantity of a product while maintaining its price—has become a pressing issue for both consumers and regulators worldwide. As inflationary pressures persist across global markets, shrinkflation presents unique challenges to consumer protection and market transparency. Reflecting its growing relevance, the Norwegian word for shrinkflation, krympflasjon, was even named Norway’s “Word of the Year” in 2022.

Clearly, this phenomenon is of global significance, affecting consumers and businesses across borders. DLA Piper’s recent global guide which examines the legal landscape in 26+ countries, reveals some compelling insights into how jurisdictions are responding to shrinkflation.

Key Findings

• 9 countries are considering introducing specific legislation targeting shrinkflation, with recommendations from consumer protection agencies or similar bodies.
• 4 countries—Italy, France, Hungary, and Romania—already have such legislation in place.
• In the UK, new rules aimed at tackling shrinkflation are expected to come into force in October 2025.
• Spain also has legislation pending in this area.

The emerging regulatory measures are generally focused on enhancing transparency for consumers. This often includes mandatory labelling that clearly indicates reductions in product size or quantity—whether on physical packaging or online listings. In some jurisdictions, regulations even provide for centralised public registers listing affected products. Notably, such initiatives can also exist without formal legislation: for example, in Germany, a local consumer advice centre maintains a public list of products with hidden price increases based on consumer reports.

Approaches in the Absence of Specific Regulation

In the majority of countries where no specific shrinkflation laws exist, the issue is addressed under general consumer protection frameworks. In fact, six countries reported case law dealing with shrinkflation-related complaints. These cases typically involve:

• Unfair commercial practices, particularly misleading or deceptive packaging.
• Price labelling violations, such as failure to display unit pricing.

Consumer advocacy groups also play an active role in promoting transparency. For example, in Singapore, the government-supported Price Kaki app—originally designed for product and price comparisons—has been enhanced to display unit pricing, helping consumers make more informed decisions.

Conclusion

As inflation continues to impact global markets, shrinkflation is likely to remain in the spotlight. The growing body of regulation and enforcement activity across jurisdictions signals a trend toward greater accountability and transparency. Whether through legislation, case law, or consumer-driven tools, addressing shrinkflation is fast becoming a priority for ensuring fair market practices and protecting consumer trust.

Below you can find out more and access our new Global Guide to Shrinkflation.