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Starting from the response provided by the Court of Justice of the European Union to the preliminary questions raised in Case C-371/20, within the article there will be analysed the concepts of „payments” and „price” in the context of advertising contracts. The analysis will focus on both the European dimension enshrined in Case C-371/20, which will be summarised, and the Romanian dimension, wherein the notions of payment and price have their own intensions that raise questions concerning the lawfulness of a price established in products and/or services, especially in respect of an unnamed contract like the advertising contract.