Speaking as a native of the UK and the EU (Of which Poland is a member state), I can assure everyone that it is not illegal.
I remember a while back, several carpet & furniture companies (the sort always advertising a new sale on TV) got taken to court by Trading Standards for this sort of practise.
I`m not saying Elbox are breaking any laws cos I dunno about EU law, but in the UK there is a limit on how long you can class it as a sale.
