Prices: Overview

Jul 26th '23

Code rules 3.17 – 3.22 refer to price statements. Committee of Advertising Practice (CAP) has published multiple articles which deal with specific types of price statements and pricing in specific sectors.


Price statements

Pricing: general discusses basic pricing issues such as ensuring prices match the product shown and the use of “from” and “up to” claims.


Recommended retail prices outlines how to use RRP claims in a compliant way, including guidance on appropriate substantiation.


The Lowest price claims and promises article outlines key points from the formal Lowest Price Claims and Promises Advertising Guidance.


Promotional savings claims discusses the requirements around using reference prices and making saving claims.


Comparisons: general touches on general price comparisons in the context of comparisons with competitors. This includes claims like “cheapest on the market”, or “we are cheaper than Y”.


Basket of goods gives guidance on basket of good price comparisons, which compare the price of specific basket of goods in one store to another.


Compulsory costs and charges

There are several articles that cover claims related to compulsory costs and charges. Please see the relevant guidance below for more details.



Sector specific price claims

In addition to the general pricing guidance, there are a number of sectors that face specific challenges when stating prices, and there are several articles which relate specifically to these sectors. Please see the relevant guidance below for more details.



Source: CAP


About CAP

The CAP is the sister organisation of the Advertising Standards Authority (ASA) and is responsible for writing the Advertising Codes.


Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the ASA. CAP’s AdviceOnline entries provide guidance on interpreting the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing.


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