Fake discounts: how to spot an inflated “was” price and verify the real saving

Large crossed-out prices, bright percentage signs and expiring countdowns are designed to make a purchase feel urgent. But the advertised percentage tells you very little unless you know what the product normally costs—and what you will actually pay.

The quickest way to test a discount is to ignore the percentage and investigate the current price. Check the exact model’s price history, compare identical offers from several sellers and calculate the total after delivery, taxes, subscriptions and other mandatory charges. Reference-price laws can help, but they differ between countries and do not guarantee the lowest price on the market.

A crossed-out price may not be the normal selling price

Suppose a product usually sells for 80. A retailer briefly lists it at 120, then advertises it at 80 with “33% off”. The arithmetic is correct, but the supposed saving does not reflect what customers normally paid.

The higher figure might also be:

• the manufacturer’s recommended retail price;
• a launch price that has not been widely charged for months;
• the retailer’s price for a different period or sales channel;
• a price applying only to another size, colour or configuration;
• a comparison with another seller rather than the shop’s own previous price.

These figures are not interchangeable. Look for wording such as “was”, “RRP”, “list price”, “market price” or “competitor price”. If the basis of comparison is unclear, treat the claimed percentage as marketing rather than proof of a saving.

The EU 30-day rule is not universal

In the European Union, an announced reduction in the price of goods generally has to use the trader’s lowest price during the preceding 30 days as its reference price. The rules include provisions for products sold for less than 30 days, progressively increased reductions and goods liable to deteriorate or expire rapidly. They apply specifically to price-reduction announcements; other promotions, such as certain conditional offers or comparisons with recommended prices, may be assessed under different consumer-law provisions. ([eur-lex.europa.eu](https://eur-lex.europa.eu/legal-content/EN/TXT/PDF/?uri=CELEX%3A52021XC1229%2806%29&utm_source=openai))

This is an EU-specific framework, not a global standard. Other jurisdictions may use different reference periods, tests based on whether the former price was genuinely offered, or broader prohibitions against deceptive pricing. Even within a legal framework, the detailed application and available remedies can depend on national law.

Do not assume that a seller in the United States, United Kingdom, Canada, Australia or another market must display an EU-style 30-day price. Check the guidance issued by the consumer protection or competition authority where the seller operates and where you made the purchase.

A legally compliant reduction is not necessarily the best deal. A shop may genuinely reduce its own price from 100 to 85 while several competitors sell the identical product for 79.

How to check whether a discount is genuine

1. Identify the exact product

Record the full product name, model or stock-keeping number, capacity, dimensions, colour and package contents. A single character in an electronics model number can indicate a different generation, region or specification.

Also check the item’s condition. A refurbished, returned, ex-display or open-box product should not be compared directly with a factory-sealed item without accounting for the difference.

2. Inspect its price history

Use price-comparison websites, retailer tracking tools or browser extensions that show previous prices. Look beyond the last few days: a chart covering several weeks or months can reveal whether the “sale” price is unusual or simply the product’s regular market level.

Price histories are useful indicators, not complete records. A service may miss short promotions, member-only prices, discount codes or smaller retailers. Check more than one source when the purchase is expensive.

3. Compare identical offers from several sellers

Search by exact model number rather than a shortened product name. Confirm that every offer includes the same accessories, warranty, quantity and service conditions.

Compare established retailers as well as marketplace listings. On a marketplace, identify the actual seller and check who is responsible for dispatch, returns and warranty claims.

4. Calculate the final payable amount

The lowest headline price may not produce the cheapest order. Include:

• delivery and handling charges;
• mandatory taxes or duties not already displayed;
• payment, booking or service fees;
• required memberships or subscriptions;
• installation or activation costs;
• return postage where relevant;
• currency-conversion and cross-border card fees.

For example, a product priced at 59 plus 8 delivery costs more than the same product at 63 with free delivery. Current UK guidance similarly emphasises that businesses should present prices transparently and include mandatory fees, taxes and charges. ([gov.uk](https://www.gov.uk/government/publications/price-transparency-cma209?utm_source=openai))

5. Compare unit prices and quantities

Packaging can make a smaller product look like the previous full-size version. Compare the price per kilogram, litre, item, dose or sheet where appropriate.

Multipack promotions also deserve scrutiny. “Buy two, save 20%” is not a saving if you only need one, while a discounted bundle may still have a higher unit price than a larger standard pack.

Warning signs that deserve a second look

None of these features proves that an offer is deceptive, but each is a reason to slow down:

• a countdown that restarts after the page is refreshed;
• a “today only” price that appears every day;
• vague claims such as “up to 80% off” without showing which products qualify;
• unexplained reference prices labelled only as “value” or “regular price”;
• claims that many people are viewing an item without verifiable context;
• repeated warnings that only one item remains;
• a coupon that requires unnecessary spending to reach a minimum order value;
• a low introductory price tied to a paid subscription or automatic renewal;
• extra mandatory charges revealed only near the end of checkout;
• preselected add-ons that increase the total.

European Commission enforcement work has continued to identify problems involving unclear price comparisons, misleading reductions, hidden costs and pressure-selling techniques. In a 2025 coordinated check of major online sales events, authorities found that a substantial share of screened traders needed further investigation or did not comply with EU pricing rules. ([commission.europa.eu](https://commission.europa.eu/topics/consumers/consumer-rights-and-complaints/enforcement-consumer-protection/sweeps_en?utm_source=openai))

Set a target price before the sale begins

For a planned purchase, decide what the product is worth to you before seeing the promotional banner. Base that limit on the features you need, typical competing prices and your budget.

You can also save the product page or take a screenshot several weeks before a major shopping event. This creates a simple personal price record and makes it easier to recognise a genuine reduction.

A 50% discount on something you do not need is still unnecessary spending. Conversely, a modest 10% reduction may be worthwhile if the final price is genuinely competitive and the seller offers better delivery, support or returns.

What to do if a discount appears misleading

First, preserve the evidence before the page changes. Save or capture:

• the product page and web address;
• the current and crossed-out prices;
• the date and time;
• the exact model and seller identity;
• the promotion’s terms and expiry claim;
• the basket and final checkout total;
• any available price-history records;
• your order confirmation and communication with the seller.

Contact the retailer and ask what the reference price represents. A discrepancy may result from a different configuration, sales channel or promotion, so describe the issue factually rather than beginning with an accusation of fraud.

If the response is unsatisfactory, possible next steps include contacting the marketplace, card issuer or payment service and reporting the promotion to the appropriate consumer protection, competition or advertising authority. The correct organisation and its powers vary by country. Your payment provider’s dispute process may also have strict deadlines, so check its terms promptly.

For cross-border purchases, establish the legal identity and location of the seller—not merely the marketplace or website domain. EU consumers seeking help with a trader in another participating European country may be able to approach the European Consumer Centres Network; other regions have their own national or regional complaint systems. ([europa.eu](https://europa.eu/youreurope/citizens/consumers/unfair-treatment/unfair-pricing/index_en.htm?utm_source=openai))

The most reliable defence against a fake discount is not a larger promotional label. It is knowing the exact product, its usual market price, the complete cost of buying it and the maximum amount you are prepared to pay.

Sources

1. https://www.europe-consommateurs.eu/en/topics/shopping/prices/discount/
2. European Commission: Consumer protection sweeps — https://commission.europa.eu/topics/consumers/consumer-rights-and-complaints/enforcement-consumer-protection/sweeps_en
3. Your Europe: Unfair pricing — https://europa.eu/youreurope/citizens/consumers/unfair-treatment/unfair-pricing/index_en.htm
4. European Commission guidance on price-reduction announcements under Article 6a — https://eur-lex.europa.eu/legal-content/EN/TXT/PDF/?uri=CELEX%3A52021XC1229%2806%29
5. https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX%3A52021XC1229%2806%29
6. UK Competition and Markets Authority: Price transparency — https://www.gov.uk/government/publications/price-transparency-cma209
7. https://custcareportal.kobo.com/https/commission.europa.eu/news-and-media/news/eu-check-reveals-misleading-sales-practices-online-2026-03-26_en
8. https://europa.eu/youreurope/citizens/consumers/unfair-treatment/unfair-pricing/indexamp_en.htm
9. https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=oj%3AJOC_2021_526_R
10. https://eur-lex.europa.eu/legal-content/GA/ALL/?uri=CELEX%3A52021XC1229%2806%29
11. https://eur-lex.europa.eu/legal-content/EN/TXT/PDF/?uri=CELEX%3A52021XC1229%2805%29
12. https://europa.eu/newsroom/ecpc-failover/pdf/ip-26-734_en.pdf
13. https://eur-lex.europa.eu/legal-content/EN/TXT/?qid=1781661997041&uri=CELEX%3A52021XC1229%2806%29
14. https://eur-lex.europa.eu/legal-content/EN/TXT/PDF/?%3Bfrom=EN&uri=CELEX%3A52021XC1229%2806%29
15. https://data.consilium.europa.eu/doc/document/ST-12645-2024-INIT/en/pdf
16. https://eur-lex.europa.eu/legal-content/EN/ALL/?uri=CELEX%3A52021XC1229%2806%29
17. https://www.ccpc.ie/information-for-businesses/selling-goods-and-services/pricing-and-price-reductions/price-reductions/price-reductions-faqs
18. https://en.wikipedia.org/wiki/Consumer_Protection_Act_1987
19. Commission Notice – Guidance on the interpretation and application of Article 6a of Directive 98/6/EC of the European Parliament and of the Council on consumer protection in the indication of the prices of products offered to consumers — https://eur-lex.europa.eu/legal-content/EN/TXT/PDF/?uri=CELEX%3A52021XC1229%2806%29&utm_source=openai
20. Price transparency – GOV.UK — https://www.gov.uk/government/publications/price-transparency-cma209?utm_source=openai