All price comparisons and savings claims should be based in truth and offer a genuine savings to the consumer.
- Comparisons using an advertiser's own selling price
When an advertiser's own immediate selling price is used as the basis of a savings claim, the advertiser should be certain that the price is the actual price at which he or she has been currently offering the item for sale on a regular basis. The former selling price shall not be inflated to imply a greater savings to the public than is actually true.
- Comparisons using a competitor's price for the same item
When using a competitor's current selling price as a basis for a comparison or savings claim, the advertiser should be certain that the price on which he or she bases his or her savings is the current price being offered elsewhere. The advertiser should also check the competitor's price on a weekly basis to verify that the price is still valid. Also, the advertiser shall verify that the merchandise being compared is identical; otherwise he or she should note the difference.
If the comparison price is being used in point-of-purchase signs or shelf tags, the advertiser should state the name and location of the store used in the comparison and the date of the comparison.
- Comparisons using a competitor's price for similar item
Comparisons of merchandise that is not identical shall not be used unless the items are similar in all respects, are of like grade and quality, and are the same quantity.
- Comparisons using a list, retail, or suggested price
If an advertiser uses a list price, retail price, or manufacturerís suggested price as a basis of a savings claim, the fact that the comparison price is a list price and not an actual selling price must be stated. Terms such as "was", "regularly", or "sold elsewhere" shall not be used.