To judge a discount, check what the reference price means and compare the current delivered price for the exact item. A large percentage saving does not, by itself, establish good value.
Use the checks below to decide whether an offer deserves further investigation. A warning sign is not proof that a retailer has broken the rules.
Identify the comparison being made
| Price label | Question to ask |
|---|---|
| “Was” or crossed-out price | Was this the seller’s usual price for this exact item and relevant sales channel? |
| RRP | Is this a meaningful market comparison, or merely a recommended figure? |
| “Up to” a percentage off | What saving applies to the specific item and variant I want? |
| “From” a price | Can I buy the required version at that price? |
CAP’s promotional-savings guidance says savings claims must not falsely imply a price advantage. Its RRP guidance explains why an RRP comparison needs more than the existence of a manufacturer’s recommended figure.
Compare current alternatives before the claimed saving
Imagine a product advertised at £50, “was £100”. The claimed reduction is 50%. If another credible seller offers the same new UK model for £45 delivered, the £50 offer is not the cheapest of those two choices.
Do not let an impressive original price replace the practical comparison. Check condition, size, model suffix, accessories, delivery and seller identity before treating two listings as equivalent.
Look for a useful price history
Check the exact variant over a period relevant to your purchase. An isolated high price is less informative than a record showing how often the item sells near today’s price.
Price-history tools can have gaps, combine sellers or track a different colour or pack. Note what the chart covers and whether it includes delivery. A missing history is a reason for uncertainty, not evidence that the advertised original price is false.
See our price-history guide for the detailed checking method.
Recheck offers that look permanently urgent
If you repeatedly see the same countdown, sale badge or “last chance” wording, keep a dated record and compare again. A retailer may run separate promotions, so a repeated banner alone cannot establish that a deadline is false.
You can still decline to rush. Decide whether the current total is acceptable for your needs without assuming that the next price must be higher.
Inspect the exact variant and basket
A promotion may cover a cheaper size, a single unit rather than a set, or a refurbished item rather than a new one. Select the version you intend to buy before evaluating the saving.
Then check compulsory charges. The CMA’s price-transparency guidance addresses clear total prices and unavoidable fees. For shopping purposes, compare the amount payable rather than a headline that leaves you with an incomplete total.
Keep evidence if the claim concerns you
- Save the advert or product page with its date and full price wording.
- Record the exact model or product identifier and the selected variant.
- Keep the delivery and eligibility conditions attached to the offer.
- Save relevant checkout or order information if you bought it.
Ask the retailer what its comparison price represents. If you want to challenge an advert, use the ASA’s complaints route and describe the evidence accurately. Do not label a seller dishonest solely because a cheaper offer exists elsewhere.
A practical decision
Buy when the item meets your needs and the total compares well. Keep checking when the reference price, version or seller is unclear. Leave an offer when urgency is its main attraction.
For the broader decision, see how to tell whether a deal is good and how to compare delivery costs.
Keep the reference period separate from the shopping decision
A retailer can explain its reference price and still offer a poor deal compared with another seller. Conversely, a competitive current price does not prove that its percentage-saving claim is valid. Assess those questions separately.
Record the exact model, displayed prices, date and conditions if you need to query a claim. A screenshot of a different colour or pack is weak evidence for the offer you are challenging, even when the product name looks almost identical.
Sources and scope
CAP and CMA guidance checked 25 October 2026. Examples are hypothetical. This guide explains consumer checking steps; it does not make findings against a named retailer or turn a sector-specific pricing rule into a universal test.
