The rules per country
Each country applies its own version of the before-price rule, and we check your offers against the version of the country they are listed in.
Sweden
The rule is in Prisinformationslagen (2004:347) 7 a §. It has applied since 1 May 2022.
- The before price must be the lowest price the store itself charged in the 30 days before the reduction.
- The rule covers goods, not services or digital content.
- Goods that spoil quickly have no rule of their own: the 30 days apply to them too.
- Member and loyalty prices do not count towards the lowest price.
- There is no special rule for new products: if we lack 30 days of prices, we say we cannot assess.
Our reading of this rule has not yet been confirmed by a lawyer.
Denmark
The rule is in Prismærkningsbekendtgørelsen § 9 a (førpris); Forbrugerombudsmandens retningslinjer for prismarkedsføring (2022), pkt. 4 og 14. It has applied since 1 July 2022.
- The before price must be the lowest price the store itself charged in the 30 days before the reduction.
- The rule covers goods, not services or digital content.
- For goods that spoil quickly, the period is 14 days.
- Member and loyalty prices do not count towards the lowest price.
- There is no special rule for new products: if we lack 30 days of prices, we say we cannot assess.
- A reduced price may be shown as an offer for at most 50 % of the time the product has had its normal price. Short offers of up to 10 days (5 days for goods that spoil quickly) have their own limit.
Our reading of this rule has not yet been confirmed by a lawyer.
Finland
The rule is in Kuluttajansuojalaki (38/1978) 2 luku, alennusilmoitukset. It has applied since 28 May 2022.
- The before price must be the lowest price the store itself charged in the 30 days before the reduction.
- The rule covers goods, not services or digital content.
- The rule does not apply to goods that spoil quickly, so we do not assess them.
- Member and loyalty prices do not count towards the lowest price.
- A store may not advertise a reduction on a product it has sold for less than 30 days.
- In a campaign where the price is lowered step by step, the first before price may be used for up to 60 days.
Our reading of this rule has not yet been confirmed by a lawyer.
Norway
The rule is in Prisopplysningsforskriften § 9a. It has applied since 1 July 2023.
- The before price must be the lowest price the store itself charged in the 30 days before the reduction.
- The rule covers goods, not services or digital content.
- For goods that spoil quickly, the before price must be the price just before the reduction.
- Member and loyalty prices count: a lower member price in the period lowers the before price the store may show.
- There is no special rule for new products: if we lack 30 days of prices, we say we cannot assess.
Our reading of this rule has not yet been confirmed by a lawyer.
We check the before price and discount percentage in your feed. See the feed specification for the column names.