How to tell if a discount is real: was-prices, RRPs and what UK rules say
Quick answer: A discount is real when the higher price it is measured against was genuinely charged by the same seller, recently, and for at least as long as the offer has been running. UK Trading Standards guidance treats comparisons that fail those tests as likely to mislead. The most reliable check is to ignore the percentage and compare the total price today across several sellers.
Last updated: 12 November 2026
"Was £80, now £40" tells you two things, and only one of them can be checked at a glance. The £40 is the price today. The £80 is a claim about the past, and the size of the saving depends entirely on whether that claim is fair. This guide explains how price claims are built, what UK rules expect of retailers and how to test a discount yourself in a couple of minutes.
How price claims work
| Claim | What it compares with | The question to ask |
|---|---|---|
| "Was" and "now" prices | The seller's own earlier price, known as a reference price | Was the item really on offer at the higher price, recently and for a meaningful time? |
| RRP (recommended retail price) | A price suggested by the manufacturer | Does anyone actually sell it at that price? |
| "Up to 50% off" | The largest reduction in a range | How many items carry the largest reduction? |
| "From £9.99" | The lowest price in a range | Is the version I want anywhere near that price? |
| Multibuys, such as "3 for 2" | Buying the items one at a time | Is the price per item lower than a single pack elsewhere? |
| "Ends Sunday" and countdown timers | A deadline | Does the offer really end, or does the clock start again? |
What UK rules say
The Digital Markets, Competition and Consumers Act 2024. Its rules on unfair commercial practices have applied since 6 April 2025, when they replaced the Consumer Protection from Unfair Trading Regulations 2008. Misleading consumers about a price, or about the existence of a price advantage, can be an unfair practice. The Act also lists practices that are banned in all circumstances. According to the Competition and Markets Authority's guidance, these include falsely stating that a product will only be available for a limited time (its example is a countdown timer that restarts when it runs out) and submitting or commissioning fake consumer reviews. The price shown must also be the total price, including any mandatory fees, taxes and charges, rather than a low headline figure with compulsory extras added later, a practice often called drip pricing.
The CTSI Guidance for Traders on Pricing Practices. The Chartered Trading Standards Institute updated this guidance in April 2026. It is not statutory, and only a court can decide whether a practice is unlawful, but regulators may refer to it. For a "was" price, it asks:
- How long? A comparison is more likely to be fair if the offer runs for the same time as, or less time than, the higher price was charged. An offer that runs materially longer than the higher price did is less likely to comply.
- Where? The higher price should have been charged in the same shop or sales channel, not just somewhere else in a chain.
- How recently? A price from many months ago may no longer reflect what the product is worth.
- Was it real? Were significant sales made at the higher price, or was it at least a realistic selling price?
The same guidance says an RRP must not be false or created purely to present the appearance of a discount, that an "up to" claim should only quote a maximum reduction that applies to a significant proportion of the range, and that the end date of a time-limited offer should be clear.
The CAP Code. Advertising, including claims on a retailer's own website, is covered by the UK advertising code, which the Advertising Standards Authority applies. Section 3 deals with misleading advertising. Rule 3.18 requires quoted prices to include non-optional taxes, duties, fees and charges that apply to all or most buyers, and rule 3.39 says comparisons with RRPs are likely to mislead if the RRP differs significantly from the price at which the product is generally sold. CAP's advice on promotional savings claims adds that a reference price should be a genuine, established usual selling price, charged for longer than the promotional price.
Seven checks before you trust a discount
- Compare the price today. Search for the exact model number and see what other sellers charge now. If the "now" price is simply the going rate, the "was" price is decoration.
- Look for the price history. If you have been watching an item, trust your own notes. For big purchases, note the price a few weeks before a major shopping event; our UK sales calendar shows when those fall.
- Treat RRPs with caution. An RRP is a suggestion, not a record of what people pay. A saving against an RRP that no retailer charges is not a saving.
- Read "up to" as "mostly less". The headline figure is the best case. CAP's advice notes that if fewer than around 10% of items carry the maximum saving, that is unlikely to count as a significant proportion.
- Be sceptical of the clock. A genuine deadline is fine. A timer that resets when you reload the page is a pressure tactic, and falsely claiming limited-time availability is banned.
- Work out the unit price on multibuys. Divide the price by the quantity and compare it with a single pack. Unit pricing explained shows the method.
- Add up the whole cost. A lower price with a delivery charge, or with paid return postage if it doesn't suit, may not be the better buy.
One more thing to watch for: some products are made in retailer-specific versions with slightly different model numbers, which makes like-for-like comparison harder. Compare the specification, not just the name.
Reassuring signs and warning signs
| Reassuring | Worth a second look |
|---|---|
| The earlier price is dated or its basis is explained | A "was" price with no explanation, on a product that always seems to be reduced |
| The offer has a stated end date that is kept | Timers that restart, or offers that are extended again and again |
| The total, including delivery, is clear before checkout | Compulsory fees that appear at the last step |
| Reviews include detail and a range of opinions | Dozens of near-identical five-star reviews posted within days |
If you think a price claim is misleading
You can report a trader to Trading Standards through the Citizens Advice consumer service, and you can complain to the Advertising Standards Authority about an advertisement or a claim on a company's website. If you have already bought the item online and regret it, remember that you can usually cancel within 14 days of delivery; see Your rights when you shop online in the UK.
How we handle prices at Bargain Catcher
We show one price in pounds for each product, with free UK delivery, and we don't display invented earlier prices, countdown timers or made-up stock warnings. Our How we price page sets out what we do and what we never do, and we would encourage you to compare before you buy from us too.
Related: UK sales calendar 2026–27 · FAQ · Shop by department. Departments where price comparisons are most common: Electronics & Tech, Home & Kitchen, Toys & Games and DIY & Tools.
This guide is general information, not legal advice. It describes the position for consumers in the UK on the date shown above; for advice about your own situation, contact Citizens Advice or a qualified adviser.
Sources
- legislation.gov.uk: Digital Markets, Competition and Consumers Act 2024
- Competition and Markets Authority: Unfair commercial practices guidance (CMA207)
- Competition and Markets Authority: Providing clear and accurate information about prices (CMA209 summary)
- Chartered Trading Standards Institute: Guidance for Traders on Pricing Practices (April 2026)
- ASA / CAP: CAP Code, Section 3 – Misleading advertising
- ASA / CAP advice: Promotional savings claims
- Business Companion (Trading Standards): Providing price information