Pricing and charges

Helpful information on the advertising rules for the pricing of products and services and additional charges, not including legally required costs such as taxes or VAT.

Our rules state that price statements must relate to the product featured in the ad and not a variation of the make or model, and should not mislead by omission, undue emphasis or distortion. We also advise advertisers to refer to the BIS Pricing Practices Guide when preparing their ads.

Another area of complaint we often see is the recommended retail price (RRP) of a product or service. Ordinarily, even if advertisers can provide documentary evidence that the quoted RRP in the ad was recommended by the manufacturer of the product this might not be enough, and any complaints received may get upheld. We require advertisers to be able to demonstrate the product has actually been sold at the advertised price. If an advertiser is the only seller of a product, and so has set the price themselves, it is unlikely to be acceptable to refer to the price as an RRP.

The advertising rules for the pricing of products also state that advertisers shouldn’t use “from” and “up to” claims to exaggerate the availability of a product at a given price. We apply a rule of thumb that 10% of products or services advertised should be available at the “from” or “up to” price stated in the ad, and we have upheld complaints about companies who were unable to sufficiently prove this.

We have also upheld complaints about ads that don’t make additional charges prominent and clear, such as the price of delivery or processing. If a consumer is able to collect the product themselves, delivery charges are not required in the headline price. Any statements that imply delivery is free including those that say “free delivery on orders over £50” or similar, should be avoided if this offer is not attainable for everyone, i.e. additional charges apply to certain postcodes.

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Latest rulings

Tesco Stores Ltd t/a Tesco
- Upheld in part
- National press, Television
- 18 September 2019
TV and press basket comparison ads for Tesco were found to be misleading.
Lidl Northern Ireland GmbH
- Upheld
- Regional press
- 14 August 2019
A regional press ad for Lidl, seen in the Belfast Telegraph between 15 and 19 January 2019, had a headline which stated "HEALTHY SAVINGS!" followed by text which stated "SAVE £46* VERSUS THE SAME SHOP IN TESCO". The ad showed two supermarket trolleys filled with different products. ...
Buy It Direct Ltd
- Upheld
- Internet (on own site)
- 07 August 2019
A website for Laptops Direct, www.laptopsdirect.co.uk, seen on 18 February 2019, advertised an electriQ 35" WQHD 100Hz HDR FreeSync Curved UltraWide Gaming Monitor for £339.97. Text above the selling price stated "You save: £310.00".
BVG Group
- Upheld
- Brochure
- 03 July 2019
A brochure for Samuel Windsor, a menswear brand, seen in September 2018, stated on its cover page, “END OF SEASON SALE SAVE UP TO 70%”. The brochure included a number of products that were discounted against “TYPICAL HIGH STREET PRICE”: a. Page 4 included a listing for “THE FAMOUS SAMUE...

View all rulings

Pricing and charges

Helpful information on the advertising rules for the pricing of products and services and additional charges, not including legally required costs such as taxes or VAT.

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Latest rulings

Tesco Stores Ltd t/a Tesco

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Buy It Direct Ltd

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Help getting it right

Popular advice

Prices: Recommended retail prices (RRPs)

Compulsory costs and charges: Delivery charges

Compulsory costs and charges: VAT

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