Recommended retail price (RRP)

The shelf price a brand suggests to retailers. The retailer decides the actual price.

Why it matters

Brands may recommend prices but may not impose them.

In Switzerland

The rules are stricter than in the EU: under the Competition Commission's vertical notice in force since 1 January 2023, even an intensively communicated price recommendation can count as an illegal price agreement (Lenz & Staehelin, 16 Dec 2022). This is not legal advice.