Table of contents
A discount claim needs a defensible reference price. For covered price-reduction announcements in Cyprus, the general rule uses the lowest price applied during the preceding 30 days, subject to the applicable exceptions. Build the evidence from actual selling-price history before launching the promotion.
Identify the claim being made
A crossed-out price, percentage saving or sale announcement can communicate a reduction even when the word discount is absent. The Consumer Protection Service’s business guide explains the prior-price rule and specific situations, including newly marketed products and successive reductions.
Do not substitute a manufacturer’s recommended price for the required previous selling price without assessing the distinct claim and presentation. Exceptional categories and promotional formats need their own analysis.
Basis and guidance: Cyprus Consumer Protection Service: offers and discounts guide
Keep product-level price history
A campaign spreadsheet containing only the intended sale price will not establish the correct reference. Keep the history in a form that connects to the exact product and sales channel.
- Product identifier, variant, quantity and relevant sales channel.
- Actual prices and effective dates during the applicable reference period.
- Previous promotions that may affect the lowest-price calculation.
- The proposed reference price, new price and percentage calculation.
- Basis for any exception or special treatment, reviewed before publication.
- Screenshots or archived versions of the advertisement and product page.
- Approval record and checks that the checkout price matches the offer.
Test the percentage against the right base
Hypothetical example: an item sold at €100 and later at €80 within the preceding 30 days is now offered at €70. Under the ordinary lowest-price rule, presenting €100 as the required prior price would misstate the basis. The reduction from €80 to €70 is 12.5%, not 30%.
This example assumes the ordinary rule applies and no special exception changes the analysis. Keep the calculation and underlying price history so the marketing team can explain the claim.
Review the whole customer journey
Check search advertisements, email campaigns, listing pages, product variants and the final basket. A correct product page does not cure a misleading headline elsewhere. Review countdowns, availability statements and conditions alongside the numeric discount.
The Commission’s 2026 enforcement sweep identified problems with price-reduction practices across online shops. Treat promotion review as a repeatable release check, especially when automated pricing tools or external agencies can change the displayed claim.
Basis and guidance: European Commission: 2026 online price-reduction sweep
Primary sources and scope
Sources checked: September 26, 2026. This guide concerns the Republic of Cyprus. Examples are hypothetical, not client case studies. Check current official requirements before making a filing.
Frequently asked questions
Can we raise a price briefly before advertising a large discount?
Does every promotional message use identical rules?
Prepared with AI assistance using the linked primary sources. This is not a claim of individual professional review. General information, not legal or tax advice. Editorial policy
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