What are the UK rules for sale prices and 'was/now' claims?
Sale claims must be genuine. A 'was' price should be one you actually charged for a meaningful period, recently, and not an inflated price set up to make a discount look bigger.
By Abdullah Ashraf, Shopify expert · Last updated: October 2026
The details
The CMA publishes guidance on pricing practices. Keep records of previous prices.
What to do next
Related questions
Official sources
Checked September 2026. Rules change, so always check the latest official guidance.
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