Price Promotions, Sales and Comparative Claims: UK Compliance Checklist (CMA/ASA; DMCCA 2024)

Published by a LexisNexis TMT expert

Checklists

Checklist

This Checklist covers key points practitioners should weigh up when reviewing price promotions. Such activity could include free extra volume or money-off offers, among other common mechanics.

It reflects requirements set out in the Competition and Market’s Authority guidance, Price transparency: CMA209 (Price Transparency Guidance). For more detail, see Practice Note: Promotional marketing and price claims.

As you progress through the Checklist, the third column can be used to note observations or comments.

Basic issues to consider for price and value promotions

Is the promotion a bona fide price reduction or an increase in volume running for a specified period? Marketers and traders should retain relevant evidence to show the claim is authentic.
Is the promotion presented clearly and not misleading? Include all qualifications, restrictions or other limitations that affect availability. Link to relevant terms and conditions for further detail, but do not rely on them for any material pricing information or restrictions; these must be stated clearly within the promotion itself.
Is the promotional price clear and not misleading?

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Web page updated on 20/05/2026

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