Be aware that advertising a price isn’t the same as selling at that price
Simply offering a product for sale at a stated price is not necessarily enough to use it as a point of comparison. The ASA has upheld complaints about marketers who have claimed to have offered products for sale but were unable to demonstrate that anyone purchased them at that price.
In 2013 the ASA upheld a complaint about a promotion that offered a new toothbrush worth £169.99 in exchange for a customer’s old one. The advertiser stated that this price claim was based on the RRP. However the product was sold at only one retailer, and their price data showed that the brush had only been sold at the RRP of £169.99 for 12 weeks, and that in the other 32 weeks it had been sold for £84.99 or less. This demonstrated that the product was not generally sold at its RRP price and the ASA therefore concluded the claim "worth £169.99" was misleading (Colgate-Palmolive (UK) Ltd, 30 October 2013).
Be aware that “generally sold” can vary based on product and sector
In 2006, the General Media Panel was asked to define the test of what constituted “generally sold”. Although it did not specifically define the test, the Panel considered that the product and sector could play a vital part in reaching a conclusion. It was feasible that large, seldom-bought items such as furniture might be considered “generally sold” if available through a relatively small number of nationwide stores. The ASA accepted that sales in two outlets for a pair of binoculars and ten outlets for hearing aids was adequate to justify that the products were “generally sold” (Express Newspapers plc and BVG-Airflo Group plc, 8 November 2006, and Ultravox Holdings Ltd, 23 August 2006). Marketers should bear in mind that the same number of sales outlets would almost certainly not be enough for other, more frequently-bought products.
The definition of what constitutes a significantly different price has not been specifically defined, but a ruling in 2014 considered whether a screenshot showing the product being sold by other online retailers for £59.99, £49.99 (in two cases), £46.85, £43.99, £39.95, £34.99 and £29.99 justified a savings claim against an RRP, or generally sold, price of £49.99. The conclusion was that the wide range of prices the product was offered for meant that it was not generally sold for £49.99 and the savings claim was therefore misleading (Mothercare UK Ltd, 23 April 2014).
See also "Prices", "Savings Claims" and "Comparisons: General".