EU 30-day price rule for ecommerce: what changes when you discount?
When announcing a price reduction, the EU rule concerns not only the new price but also the reference used to demonstrate the saving. For many reductions, the relevant prior price is the lowest price applied during at least the preceding 30 days.
What you need to know
The rule is designed to reduce artificially inflated “was” prices before a promotion. A “-40%” claim therefore cannot be separated from the reference price behind it.
Exceptions and special cases exist, including certain new products, progressive reductions and some perishable goods.
Where online stores get it wrong
Errors arise when a store shows a crossed-out price without explaining what it represents, or when marketing tooling fills a comparison field without validating history.
What you can do in practice
Keep auditable price history. Before campaigns, verify the reference source and make sure templates, feeds and product pages use consistent logic.
How Merqivio helps
Merqivio scans public product pages without passwords or admin access. A one-off scan checks visible price claims; historical verification requires stored price history.
Directive 98/6/EC · European Commission guidance
Sources and explanations are informational. National exceptions and legal applicability may require additional review.