Price is a major factor in most consumer purchasing decisions. Advertisements referring to price should clearly indicate the price at which people responding to an advertisement can buy the advertised goods.

It is illegal to advertise special prices and imply substantial savings when, in fact, the goods and services are normally sold at those "special prices".

Such claims create a belief that savings are possible when they are not and are therefore deceptive and misleading.

Advertisements offering to sell goods at a reduced price, a discounted price, a special price or a lower than normal price, must be accurate.

The price must be lower than the advertiser's previous price to support the claim of a saving.

Advertisers must be able to substantiate claims when challenged.