Consumer Protection launches second social media-triggered probe into Maxima weight discrepancy

A customer who bought chicken breast fillets at Maxima discovered the product was significantly lighter than stated on the packaging. The Consumer Protection Authority has now confirmed this is the second investigation sparked by a social media post about product weight discrepancies.

A Maxima customer in Estonia was left disappointed last week after discovering that a pack of broiler chicken fillets weighed considerably less than what was printed on the label. The incident quickly gained attention online, prompting authorities to take notice.

Maxima responded to the complaint by stating that they were unable to identify any other similar incident in their stores. However, the Consumer Protection and Technical Regulatory Authority told Reflect.ee that the case is already under formal investigation.

What makes this case particularly notable is its origin. According to the Consumer Protection Authority, this is already the second separate investigation that has been initiated following a social media post about incorrect product weights in retail stores.

The growing trend of consumers using social media to flag potential violations has proven effective in triggering official scrutiny. Authorities are now examining whether the weight discrepancy at Maxima constitutes a breach of consumer protection or labelling regulations.

Consumers who encounter similar issues with product weights are encouraged to document the discrepancy and report it to the Consumer Protection and Technical Regulatory Authority, either directly or through official channels.