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A sale badge and a crossed-out “was” price do not, by themselves, show that you are saving money. Check what the reference price means, examine the product’s recent price history, compare the same item at other sellers, and calculate the final amount you will actually pay.
The legal yardstick depends on where the offer is made. In the European Union, a price-reduction announcement generally uses the trader’s lowest price during the preceding 30 days. UK advertising guidance instead asks whether the reference price was a genuine, established usual selling price, taking account of timing, duration, wider history, sales evidence and channel.
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What a crossed-out sale price really claims
When a listing shows “was £100, now £70” or “30% off,” the higher figure is a reference price. It is a claim about the product’s pricing history, not a measurement of quality and not proof that £100 was the amount most shoppers normally paid.
Before judging the saving, identify exactly what is being compared:
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- the model, size, colour, storage capacity, bundle and condition;
- the seller and sales channel, such as a retailer’s website, marketplace listing or physical shop;
- the dates and conditions attached to each price; and
- the total payable amount, including unavoidable fees and delivery charges.
A reference price can be genuine for one variant or channel and irrelevant to another. A shop price may differ from the same retailer’s website price, and a bundle with accessories is not equivalent to the bare product. The display alone cannot establish that the higher figure was a meaningful usual price.
The legal approaches are jurisdiction-specific
European Union: look for the lowest price in the preceding 30 days
Your Europe and European Commission guidance say that, when an EU trader announces a price reduction, the reference should generally be the lowest price that trader applied to the item during the preceding 30 days. This is an EU approach to price-reduction announcements, with scope and exceptions that can depend on the offer; it is not a worldwide rule.
The relevant comparison is therefore not necessarily the price immediately before the sale. If a product was €80 for several weeks, briefly fell to €60, then was advertised as “was €80, now €70,” the €60 low is the figure that matters for the 30-day reference under the described EU approach. A claim built on the former €80 price can make the reduction look larger than it is.
Prices can vary by territory and point of sale. Check the price history for the same country, seller and channel rather than importing a price from another market. The European Commission’s enforcement examples explain why monitoring price history matters when traders use an earlier, higher figure instead of the applicable 30-day low.
United Kingdom: establish that the usual price was genuine
UK Advertising Standards Authority and Committee of Advertising Practice guidance treats a promotional saving as a claim that must be supported. It states: "Marketers must ensure that any reference prices used to advertise the savings a consumer can make represent a genuine established usual selling price and do not mislead."
The guidance considers how recently and for how long the reference price applied, the broader pricing history, sales data and the sales or distribution channel. It says an advertiser may be expected to have at least three months of pricing history to substantiate a usual selling price in the described UK advertising context. That is an evidential expectation for assessing UK advertising claims, not a universal rule that applies to every country or every consumer purchase.
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A higher price that appeared only briefly, generated few or no sales, or existed in a different channel may be weak evidence of a usual UK price. Conversely, a documented period of ordinary sales at that price gives the reference claim more support. The question is whether the evidence shows a real established selling price, not simply whether a retailer typed a higher number beside the sale price.
Other countries
Do not assume that the EU 30-day method or the UK advertising test governs an offer elsewhere. National laws can define reference prices, disclosure duties and exceptions differently. For a purchase outside the EU or UK, use the same practical checks—identity, history, channel and final cost—but consult the rules of the country governing the transaction if you need a legal assessment.
A six-step check before you buy
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Record the exact offer
Save the product page or take a screenshot showing the model, variant, seller, listed price, reference price, promotion dates, coupon conditions and delivery terms. Write down whether the item is new, refurbished, open-box or part of a bundle. A later comparison is meaningful only if it concerns the same thing.
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Find the basis for the reference price
Look for wording such as “lowest price in the last 30 days,” “regular price,” or a date range. In the EU, test the announcement against the trader’s lowest applicable price during the preceding 30 days. In the UK, ask whether the higher figure was a genuine established usual selling price in light of its duration, recency, sales and channel. If the seller gives no explanation, record that as an evidence gap rather than treating the crossed-out figure as fact.
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Inspect recent price history
Use a price-history website, browser extension or your own dated screenshots to look for a sudden increase before the sale, repeated short promotions or a long period at a lower price. A chart is an aid, not an automatic legal verdict: confirm that it tracks the same item, seller, country, variant and condition. A tracker may miss marketplace sellers, in-store prices, coupons or membership pricing.
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Compare the same item elsewhere
Check several independent retailers and the brand’s official site. Match configuration, warranty, stock condition, delivery speed, return terms and any required membership. Compare prices in the same currency and country. A lower competing price can show that the sale is not unusually good even when the reference-price claim is technically accurate.
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Add unavoidable charges
Calculate the amount charged at checkout, including mandatory delivery, service, handling or other unavoidable fees. The Competition and Markets Authority’s price-transparency summary, updated 7 January 2026, says prices should be clear, complete and accurate and that unavoidable fees should not be hidden until late in the purchase process. A headline “40% off” is not the relevant saving if compulsory charges erase it.
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Decide whether the final price is worthwhile
After verifying the comparison, judge the product against your needs, alternatives, warranty and likely use. A correctly stated reduction does not prove that the item is good value for you. The final decision is a buying judgment, separate from whether the advertising complies with a price-transparency or promotional-savings rule.
How to compare two offers without being misled
Use these axes whenever two offers appear to compete:
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| Comparison axis | What to verify | Why it changes the result |
|---|---|---|
| Product identity | Same model number, size, configuration, bundle, condition and included accessories | A cheaper, lower-capacity or refurbished variant is not a like-for-like saving |
| Reference basis | EU preceding-30-day low where applicable; UK wider history supporting a genuine usual price | The claimed percentage can change dramatically when the correct reference is used |
| Time window | Dates covered by the promotion and the reference price | A briefly inflated price may not represent normal selling conditions |
| Seller and channel | Same retailer, marketplace seller, website, shop or territory where possible | Channel-specific prices may not establish a usual price in another channel |
| Final payable amount | Item price plus unavoidable charges and equivalent delivery conditions | The checkout total is what the consumer actually pays |
| Evidence quality | Dated history, sales evidence or a stated reference basis versus an unexplained crossed-out number | Documented evidence is more informative than a badge or percentage alone |
Worked examples
Example 1: an EU 30-day low changes the percentage
A retailer displays “€70, was €100.” Your records show that the same item was €100 from 1 to 18 May, €60 from 19 to 21 May, and €70 from 22 May onward. If the announcement is made on 10 June, the preceding 30-day low is €60. The displayed €100 reference suggests a €30 saving, but the relevant comparison under the described EU approach is €60 to €70: the current price is €10 higher, not €30 lower. Confirm the dates, seller, territory and exact variant before drawing a conclusion.
Example 2: a UK usual-price claim needs more than a former price
A UK advert says “£120, now £90.” The retailer’s records show £120 for two days, £95 for the next six weeks, and £90 for the following month, with almost no sales at £120. That short, poorly supported period may not demonstrate a genuine established usual selling price under ASA/CAP guidance. If instead the retailer can show sustained £120 sales over a substantial period in the same channel, the reference has stronger support. The guidance’s possible expectation of at least three months of pricing history concerns substantiation in its UK advertising context; it does not turn every three-month-old price into an automatic legal reference.
Example 3: the percentage is real but the checkout saving is small
A product falls from €50 to €35, apparently saving €15. A mandatory €8 delivery charge applies to the sale order, while comparable retailers include delivery. The relevant comparison is €43 delivered, not the €35 badge. Compare equivalent delivered totals and conditions before deciding that the offer beats alternatives.
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Red flags that deserve a closer look
- A sudden pre-sale increase: the price rises shortly before the promotion and then returns near its old level.
- Repeated “last chance” events: the same item appears permanently discounted, suggesting the higher figure may not be usual.
- No explanation of “was”: the page shows a crossed-out number but gives no dates, channel or reference basis.
- Variant switching: the sale badge applies to a smaller size, older model, lower storage tier or incomplete bundle while the comparison image shows a different version.
- Channel mismatch: a shop price, marketplace listing or overseas page is used to support a website claim.
- Hidden mandatory charges: fees appear only after account creation, delivery selection or payment steps.
- Unverifiable tracker data: a chart lacks the seller, country or product identifier needed to show that it tracks the offer you are viewing.
- Scarcity pressure without price clarity: countdowns and low-stock messages distract from an unexplained reference price.
None of these signs, alone, proves unlawful conduct. They identify where the evidence is weakest and where a buyer should pause, compare and document.
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Price-history services and browser extensions can reveal whether a price rose before a sale or fluctuated repeatedly. Consumer guidance identifies them as useful aids for spotting possible false discounts, not as complete, independent or legally authoritative records.
Before relying on a chart, check:
- the exact product identifier, capacity, colour and bundle;
- the seller and marketplace merchant, not merely the marketplace domain;
- the country, currency and tax treatment;
- whether coupons, membership prices, flash sales or in-store prices are included; and
- the dates and frequency of recorded observations.
Keep a screenshot of the product page and checkout total alongside the chart. If the data conflicts, treat the conflict as a reason to investigate rather than proof that either source is correct. A tracker can miss a short-lived low price, merge variants or continue showing a historical listing after the seller changes it.
What the latest enforcement evidence shows
In a coordinated sweep reported by the European Commission on 26 March 2026, 314 online traders were checked. The Commission reported that 30% referenced discounts incorrectly and that 60% of traders displaying price comparisons did not clearly explain where their reference prices came from. Those figures describe the traders in that sample, not every online retailer or every sale.
The result supports a practical habit: demand context for the higher price and verify the final total instead of accepting a percentage at face value. It does not mean that every crossed-out price is false, nor does it replace the rules that apply in the country of sale.
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If you think a sale claim is misleading
- Save the product page, reference price, sale price, date, seller, variant and checkout total.
- Capture any terms showing territory, channel, membership, coupon or delivery conditions.
- Record comparable prices from other retailers using the same model and conditions.
- Preserve price-history screenshots with the date and product identifier visible.
- Ask the seller in writing what period and channel the reference price represents.
- For a potential UK advertising issue, consider the ASA/CAP promotional-savings guidance and the evidence the advertiser should be able to provide.
- For an EU price-reduction announcement, compare the claim with the applicable preceding-30-day low and the information required in your country.
- Use the relevant consumer-protection or advertising authority for your jurisdiction if the seller cannot explain the claim and you want to report it.
Keep the complaint factual: identify the exact item, dates, prices and unavoidable charges. Avoid asserting fraud when the available evidence only shows that the reference basis is unclear.
A quick decision framework
Classify an offer before buying:
| Result of your checks | Reasonable interpretation | Action |
|---|---|---|
| Reference basis is clear; history supports it; final total beats comparable offers | Evidence of a genuine saving is strong | Buy if the product meets your needs and terms are acceptable |
| Reference is plausible but history or channel data is incomplete | The percentage may be accurate, but confidence is limited | Wait, gather more history or negotiate based on the final price |
| 30-day low or wider history contradicts the displayed reference | The headline saving overstates the reduction | Use the lower historical benchmark and compare alternatives |
| Checkout fees erase the advantage | The badge does not describe your real saving | Compare delivered totals or abandon the offer |
| Product, seller or condition differs between listings | The comparison is not like-for-like | Correct the match before judging the deal |
Questions shoppers often ask
Does a large percentage discount mean the product is a bargain?
No. It describes a relationship between the current price and a reference price. Verify the reference and compare the final payable amount with equivalent offers.
Is the price immediately before the sale always the relevant benchmark?
No. In the EU approach described by Your Europe and the European Commission, the preceding 30-day lowest price is generally relevant. UK guidance examines the broader evidence for a genuine usual selling price.
Can a retailer use a different price for its website and shop?
Prices can differ by point of sale and territory. Judge a claim using the channel and market in which it is presented.
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No. It may surface useful patterns, but you must verify the item, seller, conditions and coverage. Legal conclusions belong to the applicable authority and rules.
Should I ignore a sale if the reference price is unclear?
Not automatically. Treat the unclear reference as a reason to base your decision on the documented history, competing final prices and your product needs rather than on the claimed percentage.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
