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A sale is worth calling a genuine saving only after you verify three things: what the crossed-out price represents, how the item was priced recently, and what you will actually pay after unavoidable charges. In the European Union, a stated reduction generally uses the seller’s lowest price in the preceding 30 days. In the United Kingdom, advertising guidance asks whether the reference price was a genuine, established usual selling price, considering a wider pricing history, sales evidence and the sales channel. Neither approach is a universal rule for every country.
What the crossed-out price is supposed to tell you
A “was,” “before” or crossed-out amount is a reference price. It is a claim that the current price is lower than a price the seller previously charged or otherwise uses as the comparison. The display itself does not prove that the higher amount was a meaningful usual price.
Before calculating the advertised percentage, identify the exact basis of the comparison:
- Product: Check the model, size, capacity, colour, configuration, bundle contents and condition. A lower price for a smaller or refurbished version is not a saving on the item you intended to buy.
- Seller and channel: Note the retailer, marketplace seller, physical shop or website. Prices can differ between a shop and its website, and a price in one channel may not establish the usual price in another.
- Time window: Find out which earlier price and period the seller is using. A price seen briefly years ago is a weaker comparison than a documented recent selling price.
- Conditions: Check membership requirements, voucher codes, minimum baskets, subscription commitments, delivery terms and other conditions that affect eligibility.
The Advertising Standards Authority and Committee of Advertising Practice (ASA/CAP) state: “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.” That is UK advertising guidance, not a global definition of a sale.
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Which price should be the reference?
European Union: the preceding 30-day low
Your Europe guidance says sellers in EU countries must indicate the lowest price they applied to the item during the preceding 30 days when announcing a price reduction. European Commission enforcement material uses the same 30-day reference-price approach and illustrates how selecting an older, higher amount can overstate a discount.
This is an EU approach to announced price reductions. Scope and exceptions can apply, and prices may vary by territory or point of sale, so check the rule as it applies to the country, product and channel involved. Do not treat the EU benchmark as an automatic rule in countries outside the EU.
Illustrative calculation: Suppose an EU listing shows that a product was €100, then €90, then €95 during the last 30 days. If it is now €80 and the seller announces a reduction, the relevant reference is generally the lowest recent price, €90. The saving against that reference is €10, or about 11.1%, rather than the €20 or 20% implied by using €100. The figures here demonstrate the calculation; the seller’s records and the applicable national implementation determine the real claim.
United Kingdom: a genuine established usual selling price
UK ASA/CAP promotional-savings guidance does not reduce every case to one fixed number of days. It asks whether the reference price represents a genuine established usual selling price and identifies several factors:
- how recently the reference price was charged;
- how long it applied;
- the product’s broader pricing history;
- sales data showing how many units sold at the reference price; and
- the sales and distribution channels in which that price was available.
The guidance says an advertiser may be expected to have at least three months of pricing history to substantiate a usual selling price. Treat that as the expectation described in this UK advertising context, not as a universal consumer rule or a guarantee that any particular claim is lawful.
A product that was nominally listed at a high amount for a few days, sold very little at that amount, and then repeatedly alternated between “full price” and “sale” may not support the impression that the higher amount was its normal price. The assessment depends on the evidence and the claim’s presentation.
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EU and UK benchmarks at a glance
| Jurisdiction | Core reference-price approach | Evidence or context to examine |
|---|---|---|
| European Union | For an announced reduction, the lowest price the trader applied during the preceding 30 days, subject to applicable scope and exceptions. | Country and territory, shop versus website, exact item and the seller’s recorded prices. |
| United Kingdom | A reference price should be a genuine established usual selling price. | Recency, duration, wider price history, sales data and the channel or distribution in which the reference price was offered. ASA/CAP guidance says at least three months of pricing history may be expected. |
These are different jurisdictional frameworks. A conclusion reached under one should not be presented as proof under the other.
How to check a sale price step by step
1. Record exactly what is being compared
- Write down the brand and model number, not just the product family name.
- Record size, storage or memory, colour, included accessories, bundle contents and condition.
- Note the seller, marketplace storefront and sales channel.
- Capture the displayed current price, crossed-out price, percentage, promotion dates and any qualifying text.
- Record delivery, installation, handling, service or other mandatory charges shown before checkout.
A screenshot with the date and the product details can help you reconstruct what was actually offered. It does not, by itself, prove why the seller chose a reference price.
2. Find the reference-price basis
Look for wording such as “lowest price in the last 30 days,” a stated previous price, a membership price or a time-limited promotion. In the EU, compare the displayed reference with the lowest applicable price in the preceding 30 days. For a UK claim, ask whether the amount appears to have been a genuine usual selling price over the broader history, rather than relying on the immediately preceding price alone.
If the seller gives no explanation, treat the crossed-out amount as an assertion that needs checking, not as evidence of the saving’s size.
3. Review the price history
Use a price-history website, browser extension or your own dated records to look for the item’s actual pattern. Check whether the graph refers to the same model, seller and condition. A tracker can reveal a sharp increase immediately before a “sale,” repeated short-lived price rises, or a long period at a lower amount.
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4. Compare the final price with other sellers
Search competing retailers and the product manufacturer’s official site for the same configuration. Compare like with like: a bundle, warranty, delivery promise or included service can change the value even when the headline product name matches.
Make the comparison at the amount you would pay. A large percentage attached to one seller’s claimed “was” price does not make the offer cheaper than another seller’s ordinary price.
5. Add unavoidable charges
The UK 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 later in the purchase process. Include mandatory delivery, booking, service or other charges when comparing offers. Optional extras can be listed separately, but they should not be silently mixed into the comparison.
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6. Decide whether the final price is worthwhile
A correctly stated reduction answers a pricing question, not a quality or suitability question. Consider durability, compatibility, warranty, return terms and whether you need the item now. The decision to buy remains yours even when the seller’s reference price is properly established.
How to compare two offers without being misled
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| Comparison axis | What to verify | Why it matters |
|---|---|---|
| Product identity | Model, size, configuration, bundle and condition | A different variant can make a lower amount irrelevant to the product you want. |
| Reference basis and time window | EU preceding-30-day low where applicable; broader recent history for a UK usual-price claim | The percentage depends on which earlier amount is legitimately comparable. |
| Seller and channel | Retailer, marketplace seller, shop or website | Channel-specific prices may not establish one another’s usual selling price. |
| Final payable amount | Headline price plus unavoidable charges and equivalent delivery conditions | The amount charged at checkout determines which offer is actually cheaper. |
| Evidence quality | Dated records, a stated reference basis and a matching history | Documented evidence is stronger than an unexplained crossed-out figure. |
What the percentage discount does—and does not—tell you
The percentage is arithmetic applied to the seller’s chosen reference. It is not an independent measure of market value. A 50% reduction from a rarely used reference can still be more expensive than another retailer’s ordinary price. Conversely, a small percentage reduction can be attractive if the final amount is the lowest comparable price and the product meets your needs.
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Always calculate from the same base. If the reference is €90 and the sale is €80, the saving is €10 and the percentage is €10 ÷ €90 × 100, approximately 11.1%. Do not calculate against an earlier €100 amount merely because it produces a larger badge.
Warning signs that deserve a closer check
- Sudden pre-sale increase: The price rises shortly before the promotion and then returns to a familiar level.
- Repeated “ending soon” cycles: The same item is shown at a high “regular” amount for a short interval and immediately placed back on sale.
- Unclear reference wording: The listing shows a crossed-out figure but does not identify the period, seller or conditions behind it.
- Variant mismatch: The history or comparison applies to a different storage size, bundle, colour, region or condition.
- Channel mismatch: The reference appears on a different website, in a shop, or through a different seller without explaining the relationship.
- Hidden mandatory fees: The advertised amount excludes charges that appear only late in checkout.
- Tracker ambiguity: A chart combines multiple sellers or product versions, making the apparent history unreliable.
One warning sign is a reason to verify the facts, not automatic proof that a retailer has broken a rule. Preserve the listing, compare matching offers and use the jurisdiction’s relevant standard.
What recent enforcement evidence shows
In a coordinated European Commission sweep reported on 26 March 2026, 30% of the 314 online traders checked referenced discounts incorrectly. The figure describes that inspected sample, not every online retailer.
The same sweep reported that 60% of traders displaying price comparisons did not clearly explain where their reference prices came from. That result reinforces the practical value of asking for the period, seller, channel and product variation behind a crossed-out amount; it does not establish that an individual listing is misleading without examining its evidence.
Using price trackers responsibly
What a tracker can reveal
- Whether the price was lower earlier in the recorded period.
- Whether the seller raised the amount shortly before a promotion.
- Whether the item fluctuates regularly instead of having one stable usual price.
- Whether the advertised discount is calculated from a figure that rarely appeared in the recorded history.
What a tracker cannot establish by itself
- That its data is complete or independent.
- That every recorded entry concerns the exact model, seller, region and condition.
- That a price pattern alone proves a legal violation.
- That delivery charges, membership conditions or bundle contents were equivalent.
Use the chart as evidence to inspect. Open the underlying listing, match the product identifiers and confirm the final payable amount before deciding.
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When the seller and the retailer are in different places
Price-reduction rules are jurisdiction-specific. A seller operating in an EU country may be subject to the EU approach described by Your Europe, while a UK advertising claim is assessed under ASA/CAP guidance. Other countries can use different rules, and the available evidence here does not establish a worldwide standard.
Territory also affects the price itself. Your Europe notes that prices can vary by point of sale, such as a shop versus a website, and by territory. Compare offers available to the same country and delivery destination. A lower foreign listing may exclude local taxes, shipping, warranty coverage or lawful return rights.
A printable genuine-saving checklist
- Have I matched the exact model, size, configuration, bundle and condition?
- Do I know which seller and channel the reference price belongs to?
- For an EU reduction, have I checked the lowest applicable price in the preceding 30 days?
- For a UK claim, does the wider history support a genuine established usual selling price?
- Have I checked how long and how recently the reference amount applied?
- Have I looked at sales or listing history rather than only the sale badge?
- Have I compared the same item on competing retailers and the manufacturer’s site?
- Have I included every unavoidable charge in the amount I will pay?
- Does a tracker’s record actually refer to this seller and variant?
- After all checks, is the final price worthwhile for my needs?
How to document a questionable claim
If the numbers do not make sense, save dated screenshots of the product page, the promotion terms, the checkout total and any price-history record. Record the URL and the exact model identifier, and note whether you were viewing a shop, website or marketplace listing. These details preserve the comparison if the page changes.
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One free scan finds every outdated or missing driver and matches the right update for your exact hardware.Free scan · exact hardware matchWhen raising a concern, describe the specific mismatch: for example, the displayed reference does not match the lowest recorded EU price in the preceding 30 days, or the listing hides a mandatory charge until checkout. Avoid claiming that a pattern is illegal until the applicable national rule and the seller’s evidence have been considered.
Bottom line
Judge the saving from the evidence, not the size of the badge. Identify the exact product and channel, establish the applicable reference-price standard, inspect recent history, compare the all-in price with equivalent offers and then decide whether the item is worth that final amount. The EU’s preceding-30-day low and the UK’s genuine-usual-price assessment are useful benchmarks, but they apply in their respective contexts rather than everywhere.
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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.
