In the face of rising inflation and continued price increases for essential goods, Montenegro must strengthen market transparency, according to Jovo Rabrenović from the Institute of Economic Sciences.
He highlights the “anchor price” model—used successfully in several EU countries—as an effective tool to address pricing opacity. An anchor price is defined as the lowest regular price of a product on a pre-determined date, displayed alongside the current selling price. This enables consumers to better understand price trends and make informed decisions, reducing information asymmetry and discouraging unjustified price hikes.
Rabrenović notes that the model has proven effective in EU member states such as Croatia, Slovenia, Austria, and Germany, where it helped increase transparency and consumer trust. In Croatia, collaboration between the government, retailers, and consumer protection groups led to fewer complaints about unjustified price increases.
He proposes a three-phase implementation strategy for Montenegro:
- Voluntary agreement – Between major retailers, institutions, and consumer organizations, setting unified standards for displaying anchor prices and choosing reference dates.
- Public education – A national campaign to inform consumers and train retail staff on the use and benefits of anchor prices.
- Pilot and rollout – Initial testing in selected stores, followed by a nationwide expansion, and a six-month review to assess impact and refine processes.
Rabrenović stresses that this model can be implemented without new legislation, relying instead on voluntary cooperation and shared goals. He concludes that anchor prices are more than a technical fix—they represent a commitment to a fairer, citizen-focused market, and calls on all stakeholders to support this initiative.
