Is That Sale Really Saving You Money? How To Check An RRP
Seeing a big discount against the recommended retail price, or RRP, in a shop or online can easily make you think you’ve found an absolute bargain, but the RRP is simply the price the manufacturer suggests, and shops don’t have to charge it.
In fact, the shop advertising the discount might never have sold the item at that price in the first place. Other retailers could already be selling it for a similar amount to the supposed sale price, so the discount might not be anywhere near as generous as it looks.
A recent ruling by the Advertising Standards Authority (ASA), the UK’s advertising regulator, shows how this can happen even when the manufacturer’s recommended price is genuine. Sports Direct advertised a Puma top from £17 against a £45 RRP, but the ASA found that the comparison gave a misleading impression of the saving. Before buying, check what other shops charge for the same item, because a large crossed-out number doesn’t tell you whether you’ve found the best price.
The same habit of checking the details applies outside normal retail, where an attractive headline can leave you with questions about what’s actually included. If a site is promoting free slots online from top developers, for example, read the conditions to understand any limits, eligibility requirements and what you’re expected to do next. That gives you a clearer basis for deciding whether the offer suits you, rather than relying on the headline alone.
What does RRP actually mean?
RRP stands for recommended retail price, which is usually the price a manufacturer suggests shops charge for a product. It isn’t necessarily what shoppers normally pay, so quoting the manufacturer’s recommendation alone doesn’t show that an advertised saving is meaningful. The Committee of Advertising Practice (CAP), which writes the rules for advertising such as websites, emails and printed adverts, explains this in its RRP guidance dated the 21st of September 2026.
For example, an item advertised at £40 against an £80 RRP might look like a half-price bargain, but that doesn’t tell you what it normally costs elsewhere. If several other retailers usually sell the same model for £42 to £45, paying £40 would save you £2 to £5 compared with those prices. The £80 figure may still be the official RRP, but it makes the discount look much bigger than the saving available to you.
What did the Sports Direct RRP ruling say?
The ASA ruling published on the 2nd of September 2026 concerned the Puma top advertised by Sports Direct from £17 against a £45 RRP. Sports Direct supplied evidence that £45 was Puma’s recommended price, but the ASA found that it didn’t reflect prices across the market and upheld the complaint about the saving. The problem was the comparison used to advertise the discount, rather than a finding that £17 itself was poor value.
How can you check whether a discount is real?
Search for the exact product name and model number before buying, then compare the final price at two or three established retailers so you can see whether the advertised deal is cheaper. If there are different sizes, generations or bundles, check that you’re comparing the same version, as a cheaper older model might have different features. Include delivery charges too, because an item that’s £2 cheaper but costs an extra £5 to deliver would leave you paying £3 more overall.
Where a price-history tool covers the product, use it to see whether the item has recently been available for less, rather than relying only on today’s prices. Add any compulsory membership or service charges to your comparison, as these can wipe out an apparent saving. Once you know the total, ask whether you’d still want the item if the crossed-out price and discount badge weren’t there.
Is an RRP the same as a “was” price?
An RRP is a recommended price, whereas a claim such as “was £50, now £30” normally refers to the shop’s own previous selling price. The ASA’s general pricing guidance says advertisers using a “was” price should be able to show that it was the product’s usual selling price. Both comparisons can be legitimate, but the retailer needs evidence for the particular saving it claims.
For you as a shopper, checking what the item costs elsewhere is useful in either case, because a discount from one shop’s previous price might still leave it more expensive than a rival. Price-history information can help with a larger purchase, especially if you’re unsure whether the sale price is unusual. Judge the offer against what you’d realistically pay elsewhere, rather than assuming the crossed-out price proves it’s a good deal.
Use unit pricing for supermarket and household deals.
When comparing groceries or household products, look at the unit price, which shows the cost per measure such as 100g, a litre, a wash or an individual item. This lets you compare different pack sizes without assuming that the biggest pack or the one with a promotional label is cheapest. If a multipack costs more per item than buying the same quantity separately, choosing the multipack would leave you paying more.
You can also use our cheapest supermarket guide as a starting point for comparing shops, although your own basket may give a different result. Check the products and quantities you actually buy, including any loyalty prices you qualify for. A saving on one heavily promoted item won’t necessarily make the rest of your shopping cheaper.
Don’t let a countdown rush you into buying.
A countdown or low-stock message can make you feel you need to pay immediately, but taking a few minutes to compare could stop you from spending more than necessary. Check another seller and think about whether you wanted the item before seeing the promotion, rather than letting the time limit decide for you.
A timer that resets is a warning sign to investigate, although an offer remaining available later doesn’t by itself prove that the original message was misleading.
Check returns, warranties and product support.
Before ordering from an unfamiliar shop, check its contact details, independent reviews and returns policy so you know who you’re buying from and how you’d resolve a problem. Find out who pays return postage and what any warranty covers, particularly if sending the item back could be expensive. For connected devices, check how long the manufacturer expects to provide software updates too, because an older discounted model may have less support remaining.
A five-minute bargain check
It’s important to double-check that the deal you’re looking at is actually the best deal for you.
Start by checking the product itself.
Is it the same size, quantity or specification as the one you’re comparing it with elsewhere? A lower price can look attractive until you realise the pack is smaller, you get fewer items, or the specification is slightly different.
Then compare the total cost from more than one seller, including delivery. A comparison site can help, and even a quick Google Shopping search can show you whether the same product is available for a similar price elsewhere. Don’t just compare the selling price either.
Check delivery charges and whether another retailer gives you an opportunity to earn cashback on the purchase.
For example, two shops might be selling the same item for the same price, but one may offer cashback while the other does not. Depending on how much you’re spending, that can make a noticeable difference to the overall cost.
It is also worth checking return costs, the returns policy, warranty terms and any other conditions that could affect you later. Where it is relevant, compare the unit price too, because a lower promotional price does not always mean you are getting better value.
Most importantly, make sure the purchase actually fits your budget and is something you would still want if there were no discount attached to it. A saving is only a saving if it genuinely reduces the cost of something you were already going to buy. If you are only buying it because it looks cheap, it is not really a saving at all. It is an extra expense.
Could cashback make the price better?
Once you’ve found a suitable product at a competitive price, our cashback guide explains the different ways you may be able to earn money back on your purchase. Check the offer conditions before ordering, including whether your voucher code and payment method qualify, so you don’t miss a restriction that could affect your claim.
Treat cashback as a possible extra saving, rather than money you can rely on, because it isn’t guaranteed and shouldn’t persuade you to spend more than you can afford.
What should you do if a price claim looks misleading?
Take a screenshot showing the product, crossed-out price and advertised saving, and make a note of the date so you have a record if the page changes. You can raise the issue with the retailer first, while complaints about advertising can go to the ASA, where they fall within its remit. For wider consumer-law problems, Citizens Advice can provide guidance and pass relevant information to Trading Standards.
Frequently asked questions
What does RRP mean?
RRP means recommended retail price, usually a price suggested by the manufacturer. It doesn’t prove that the product is normally sold at that amount across the market.
Can an RRP be genuine but still misleading?
Yes, a genuine recommended price can still give a misleading impression of the saving if it doesn’t reflect what shops generally charge. That was the issue in the ASA’s 2026 Sports Direct ruling about a Puma top advertised against a £45 RRP.
How do I check whether a sale price is really good?
Search the exact product and model at several retailers, compare the final delivered price and use reliable price-history information where it is available. Remove the percentage saving from your decision and ask whether the current price is good compared with the real market.
Is RRP the same as a “was” price?
No, RRP is a recommended price, while a “was” price usually refers to the retailer’s own previous selling price. Advertisers need suitable evidence for whichever comparison they use.
Where can I report a misleading price claim?
You can raise the issue with the retailer and, where it concerns advertising, submit a complaint to the Advertising Standards Authority. Citizens Advice can also provide consumer guidance and refer relevant matters to Trading Standards.
