When a seller includes comparative pricing data in their listing, they need to understand, accept, and agree to the conditions we've set out in this policy.
Frequently Asked Questions
What's comparative pricing?
Comparative pricing refers to when a seller includes a recommended or historical price for an item, and then makes a comparison to the current selling price. It can help a seller establish the value of the discount to buyers.
How do I prove a previous selling price?
Sellers should hold evidence (for example, receipts or detailed sales records) demonstrating that a number of items were sold at the previous selling price, and that the previous selling price was offered for a minimum period of time. eBay may request this information.
Read our full policy
Comparative pricing policy overview
What this policy covers
This policy applies to listings on eBay.co.uk and covers all types of Comparative Pricing, i.e. where a seller refers to a recommended or historical price for an item in comparison to the current selling price, in order to establish the value of the discount to the buyer. It includes, but is not limited to:
- Recommended retail pricing (RRP in UK), comparing to a manufacturer-set market value; and
- Historical pricing ('was'), comparing to a price previously charged on or off eBay
Comparative pricing - seller conditions
In agreeing to display comparative pricing data on eBay, the seller understands, accepts and agrees to the following conditions:
- The seller is solely responsible for the accuracy of the information it provides
- The seller shall fully comply with all applicable laws, codes and regulatory guidance, including, without limitation, the CAP CODE - opens in new window or tab and Guidance for Traders on Pricing Practices - opens in new window or tab. If the seller is selling to other countries, they will also need to comply with any local laws in those countries
- The seller confirms that all given pricing data is accurate, truthful and current
- In relation to the use of RRP the seller also confirms the following:
- The referenced pricing will be accurate and current throughout the entire duration of the listing (if the RRP changes, the seller will promptly update the listing information accordingly)
- RRP will only be used in cases where the product is generally sold at that price
- RRP will not be used for products that are only supplied by the seller
- In relation to the use of a previous selling price ('was' price) the seller also confirms the following:
- The price used as a basis for comparison will be the seller's most recent price available for 14 consecutive days or more (if not the most recent price, the seller will highlight this clearly within the listing)
- Comparisons will not be made with prices last offered more than 6 months ago (if not, the seller will highlight this clearly within the listing)
- The seller will make the basis of the comparison clear
- In relation to each item, the seller held a reasonable expectation that a significant number would sell at the higher price
- The seller will hold documentary evidence (receipts or detailed sales records) demonstrating that a number of items were sold at the previous selling price
- Upon eBay's request, the seller will provide (within 2-3 days) written documentation to substantiate the previous selling price (receipts or detailed sales records showing that a number of the items were bought by customers at the previous selling price), or RRP (e.g. letter from the manufacturer confirming that the RRP used is up-to-date)
eBay may, in appropriate circumstances and at its sole discretion, suspend or terminate a Seller account, or impose other consequences (such as removal of eBay Top-rated seller status at an account level) as a result of failure to provide substantiation, or our, or a regulatory body such as the Advertising Standards Authority's, determination that the comparative price is false or otherwise misleading or deceptive.
Additional information
UK sellers selling to other countries may be subject to different and/or additional laws, codes and regulatory guidance. In relation to the use of a previous selling price ('was' price) for instance, compliance with the Enforcement and Modernisation Directive (more commonly known as the 'Omnibus Directive') means that the price used as a basis for comparison will generally have to be the seller's lowest previous selling price available for 30 days or more prior to the price reduction application. Exceptions may apply for items that are liable to deteriorate, expire rapidly or have been on the market for less than 30 days. The seller will have to hold documentary evidence demonstrating the 30-day-rule or the applicable exceptions. Please also note that for certain groups of goods, price discounts are prohibited by law.
The above information is not exhaustive, and it is the seller's responsibility to comply with all relevant laws.
Activity on eBay is required to follow this policy, the eBay User Agreement and all applicable laws, as well as respect the rights of third parties. If it doesn’t, eBay may take action consistent with applicable laws and the eBay User Agreement, and may even be legally required to do so. Such actions may include, as an example only: Removing the listing or other content, issuing a warning, restricting activity or account suspension.
Tip
Visit Seller Help to find details of any policy issues with your account or listings, and get the information you need to quickly resolve them.