It sounds kinda illegal. Can Coca-cola stop me from going to Denmark to buy for danish prices and claim I have to pay Norwegian prices?
It’s directly comparable to buying danish subscription and using the service from a danish exit. If my data originates in china and are vpn-ed to Denmark they have the same cost on providing me service as anyone else in Denmark
Edit: I’ve never been to China, but it’s like really far away from Denmark.
If you're a convenience store but pallets of Coca Cola, then they kind-of can. They can just blacklist you from buying Coca Cola in the foreign country.
It's also different because they're selling you continuous access one month at a time instead of a physical good you drink and they can't take away from you. I've been to places where service costs are lower for locals than for tourists, and this is told to you outright. Stuff like museums, taxis, etc. It's a similar idea YouTube has.
Prices are also almost never based on cost, they're based on what people will pay.
I live in Canada, and cars are more expensive here than in the USA. US dealerships near the border refuse to sell new cars to Canadians, even though it's legal for everyone as long as you make sure to pay duties on the way back. I'm guessing each brand has some rule against it.
Ultimately VPN users aren't a protected class so it's legal to discriminate.
I’m still not sure your car thing would match here - unless they refuse to sell you a car that you only use in the USA.
I’m guessing these stores are brand owned? Why else would you refuse a sale - even if it’s useless to the buyer
I could see rights come into play - but they usually regulate within the nation.
I would think this is connected to name/address/payment not matching the country you claim to live in. If it’s VPN detection then a WiFi router doing the VPN would work fine.
There's probably something in the terms about it, and it would take a very expensive legal battle to settle it. And I doubt it has enough legal merit to be taken on as a class-action lawsuit.
So, really, does it matter if it's illegal? With the asymmetrical power imbalance, they literally don't need to care about the laws. Realistically, no EU regulator is going to fine them for cancelling "a purchase made in India", either.