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SearchA pre-publication audit helps prevent discounts that are confusing or difficult to justify. Check the reference price, calculate the reduction using the correct basis, and keep evidence of what customers will see.
A promotion may seem clear within the company but be ambiguous to shoppers. It may also advertise a percentage that does not match the product’s actual price history. In Spain and the European Union, reviewing the reference price, the terms and conditions, and the campaign evidence before publication helps reduce this risk and communicate offers more transparently.
This guide is general in nature. Requirements may vary depending on the product, the type of offer and the applicable rules; it is advisable to check the specific rules before launching promotions involving particular circumstances.
When a price reduction for a product is advertised, the reference is, as a general rule, the lowest price applied by the retailer during the previous 30 days. It is not enough to show that price in small print: the advertised reduction must actually be calculated on that basis.
The Court of Justice of the European Union clarified this in Case C-330/23: presenting the lowest price from the previous 30 days merely as information, while calculating the discount using a different price—for example, the immediately preceding price—may undermine the objective of providing clear and comparable information.
Before approving the creative, check that the reference amount matches the price history and that the promotional price and advertised percentage have been calculated from it. If the percentage cannot be justified on that basis, do not publish it as it stands.
Keep a product-level record that makes it possible to reconstruct which price was applied during the relevant period. For the review to be useful, the team should be able to identify the item, its prices and the periods during which they were in effect, as well as the channel in which they were offered.
If the company sells in physical stores and online, or uses different sales channels, avoid assuming that a single data point represents every situation: check which price was applied in the establishment or channel relevant to the promotion. Also keep the date on which the price history was extracted and a record of who carried out the check.
An orderly price history makes it possible to detect, for example, whether a recent price increase makes the apparent discount larger than one calculated using the lowest applicable price. It also makes it easier to respond to enquiries or substantiate how the campaign was prepared.
Review the previous price, the promotional price and any percentage or savings claim together. The information must be legible and consistent on the label, product page, leaflet and advertisements. Avoid highlighting a reference price that differs from the one used to calculate the reduction.
The check does not end with the main sign. For digital promotions, also review the mobile versions, banners, landing pages and checkout process. In a coordinated inspection in 2026, the European Commission and consumer protection authorities identified problems with discount communications and the clarity of price comparisons among online retailers. This finding underscores the importance of checking how the offer is presented, as well as how it is calculated.
Clearly state which products are included, how long the offer lasts and what conditions must be met to obtain the advertised price. If there are restrictions, such as a limited quantity or the need to use a code, they must be communicated in a way that allows customers to know about them before deciding to buy.
Also check that additional costs, such as delivery charges or associated services, do not appear unexpectedly at the end of the process. If urgency messages are used—for example, scarcity notices or countdown timers—they must reflect real circumstances and must not create misleading pressure.
Advertisements, leaflets and catalogues may commit the retailer to honouring the promotional price. It is therefore advisable to check that the items identified as discounted are distinguished from the rest and that the company can fulfil the offer under the advertised conditions.
Archive the materials needed to reconstruct the promotion, not just the final design. A campaign file may include:
Keeping this evidence helps confirm that what was advertised matches what was applied. It also makes it possible to correct a discrepancy quickly if one is found after the offer has been published.
Before giving the go-ahead, the sales or compliance team can confirm five points: the reference price corresponds to the applicable period; the discount is calculated using that price; the message is clear; the terms and costs are visible; and records of what was published exist. If any of these elements cannot be verified, it is preferable to resolve the issue before promoting the offer.
The 30-day rule is a general guideline for announcements of price reductions on products, but there may be exceptions and additional requirements depending on the case. This internal review does not replace an assessment of the rules applicable to a specific campaign.
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