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 Advertising Standards Authority.

Code rules 3.17 - 3.22 refer to price statement. CAP has published multiple articles which deal with specific types of price statements and pricing in specific sectors.

Price statement

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.

Comparisons: General touches on price comparisons as well as general comparisons. They are also covered to some extent in the savings claims article referenced above. For more specific price comparison issues please Verifiability and Basket of goods.

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

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.



Delivery charges

Credit and debit fees

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.

Ticket pricing

Travel marketing: Pricing

Motoring: Financing and leasing

Property: Fees and VAT

Compulsory costs and charges – Letting agents

Compulsory costs and charges - Telecommunications

More on