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Consumer authorities in Finland have intervened after multiple complaints against Seron Oy, a solar panel company accused of pressuring consumers into buying expensive systems under misleading circumstances.
According to the Finnish Competition and Consumer Authority (KKV), Seron’s home sales practices breached consumer protection laws. Reports received by the Consumer Ombudsman indicated that sales agents visited people’s homes and used high-pressure tactics, continuing their pitches even after being told to leave.
Some of the targeted individuals were elderly or showed signs of memory impairment.
Katri Väänänen, Finland’s Consumer Ombudsman, said the situation at home visits is inherently challenging for consumers.
“Sales representatives must respect the consumer’s ability to make decisions and abandon the sale entirely if necessary,” Väänänen stated.
KKV’s investigation found that consumers were frequently given false or misleading information during sales talks. In some cases, existing equipment was wrongly claimed to be broken or outdated, when it was later confirmed to be fully functional—and in some cases more efficient than the products offered by Seron.
Complaints also included incorrect claims about the benefits of Seron’s systems and the actual cost of the contract. Several consumers were reportedly sold solar systems they did not need or could not understand, often at high prices.
Difficulties also arose when customers tried to cancel their contracts. Some were charged excessive or unjustified fees. Others were unable to reach Seron’s customer service.
KKV concluded that Seron’s actions met the legal definition of aggressive and inappropriate marketing under Finnish law. The Consumer Ombudsman has demanded the company stop such practices and revise all other methods deemed unlawful.
Seron, founded in 2022 and based in Tampere, operates across Finland. The company is owned by Lauri Vepsäläinen, who also owns Kotisol Oy, another solar company previously flagged by KKV for inappropriate sales practices involving elderly customers in 2022.
Vepsäläinen defended Seron’s operations, stating that the issues raised were “old matters” and that their sales monitoring was “in good condition.” He said the earlier problems with Kotisol had already been resolved.
KKV disputed this characterisation. Mira Mutru, a senior specialist at the authority, said the problems concerning Seron were separate and based on recent events. She confirmed that around 40 complaints about Seron had been submitted since summer 2024, with several arriving within a short timeframe.
“The volume of reports and their content stood out. This prompted us to examine the company,” Mutru explained.
In autumn 2024, KKV delivered the first batch of complaints to Seron at the company’s request. Following the investigation, Seron agreed to comply with the Ombudsman’s requirements.
Väänänen also reminded consumers of their rights. Home sale contracts can generally be cancelled within 14 days by submitting a clear notice to the seller. For goods, the withdrawal period begins upon delivery of the item.
The authority reiterated that consumers should not face obstacles when cancelling contracts or contacting customer service.
KKV said it will monitor Seron to ensure future compliance. Consumer rights enforcement in the home sales sector remains an area of active oversight due to the vulnerable nature of such transactions.
HT
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Source: www.helsinkitimes.fi
