How to spot a fake deal or misleading discount
Some discounts look bigger than they are. Here is how to check whether a deal is genuine before you buy.
10 May 2026 · 1 min read
Inflated original prices
Some retailers artificially inflate the original price of an item so the discount looks bigger than it is. Under UK consumer law, a price used for comparison should have been the genuine selling price for a meaningful period — not a brief flash price set specifically to make the discount appear larger. If a product always seems to be on sale, the original price may not reflect what anyone ever actually paid.
Countdown timers and fake urgency
Countdown timers saying 'Only 2 left!' or 'Offer ends in 10 minutes' are sometimes reset automatically or fabricated entirely. If a countdown resets after it hits zero, or the low-stock counter never decreases, treat the urgency as a sales tactic rather than a genuine fact. Compare prices on other sites before acting on time-pressure messaging.
What to do if you suspect a misleading deal
Use a price history tool to check how a product has been priced over the past few months before buying. If you believe a retailer is using genuinely misleading prices, you can report it to the Competition and Markets Authority. Trust your instincts — if a deal seems surprisingly good, it is worth spending two minutes to verify it before committing.
General guidance only
This guide contains general consumer information and is not financial, legal or professional advice. Always check official sources and consult a qualified professional if you need guidance specific to your situation.