EU rule requiring the 'lowest price in the last 30 days' when advertising discounts.
The EU Omnibus Directive (Article 6a of Directive 98/6/EC), in force since 2022, requires any price-reduction announcement in the EU to reference the lowest price the trader charged in the 30 days before the reduction. In practice this means the compare-at price shown next to a sale must be, at most, the lowest 30-day price — not a manufacturer's suggested retail price and not last year's launch price. National regulators actively fine violations. Automated compare-at hygiene at the end of every sale is now a compliance requirement, not a nice-to-have.
