Lidl promotion for air conditioners causes crowding – MP Batho involves consumer protection authority

Paris – 04.07.2026: In numerous Lidl stores across France there was heavy crowding, jostling and in some cases police interventions on July 2. The trigger was a special promotion featuring around 200,000 fans and portable air conditioners at significantly reduced prices. Videos on social networks show long queues outside the doors, dense crowds shortly after store opening and hectic scenes at the promotional pallets. Local authorities confirmed targeted deployments to calm the situation and regulate access.

After the day of the promotion, MP Delphine Batho reported the case to the consumer protection authority DGCCRF. She is calling for an investigation into possible misleading advertising, unclear statements about available quantities and organizational failures that may have endangered the safety of customers. At the same time, consumer advocates criticize the apparently quickly sold-out stocks and report cases in which devices were later resold on platforms like Leboncoin at a significant markup.

Lidl France rejected the accusation of unfair practices. The company pointed to a previously communicated product promotion and stated that customer safety was a priority. Shortages were attributed to operational reasons such as supply logistics and unexpectedly high demand. Media reports said the promoted portable air conditioner was offered for €179 — a price that likely further increased demand. Staff in some stores were reportedly under considerable pressure at times.

The DGCCRF is responsible in France for supervising competition, consumer protection and fraud prevention. It can examine advertising claims, availability notices, pricing, clearance sale procedures and complaint handling. Depending on the outcome, administrative measures, conditions for future promotions or recommendations for retail chains may follow. In parallel, experts advise customers to keep receipts, warranty and complaint documents and to file complaints via the authority’s official portal.

The incident sheds light on the market dynamics around heatwave-related products: during periods of high temperatures demand for fans and air conditioners spikes, while retailers must plan with limited supply capacities and logistics windows. Retail chains face the task of realistically estimating demand, communicating sale quantities transparently and organising in-store access rules so that safety and fairness are maintained. Observers expect the DGCCRF to now scrutinise the procedures and communication channels of the promotion in detail; further statements from Lidl are expected in the coming days.