Sales promotions
Sales promotions

The following Commercial guidance note provides comprehensive and up to date legal information covering:

  • Sales promotions
  • What are sales promotions?
  • Relevant legislation and self-regulatory codes
  • Free offers
  • Sanctions for non-compliance

This Practice Note summarises the principal points to consider when operating sales promotions in the UK, in particular, savings and savings claims. It considers the main legislation and regulatory codes, as well as certain types of price promotions. For further information in relation to price claims, see Practice Note: Price claims and price promises. For information on prize promotions, see Practice Note: Prize promotions.

This Practice Note has four key sections:

  1. a description of sales promotions

  2. the relevant legislation and self-regulatory codes

  3. points to consider in relation to sales promotions, and

  4. the sanctions for non-compliance

What are sales promotions?

Sales promotions are a promotional marketing technique used by marketers to make their products and services more attractive to consumers. They are an incentive for consumers to purchase a product or service by way of a benefit to consumers. Examples of sales promotions include free offers, 'two for the price of one' offers (also known as BOGOFs), money-off offers, loyalty programmes and sales events, such as 'half-price sale'.

Relevant legislation and self-regulatory codes

The CAP and BCAP codes

The UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) and the UK Code of Broadcast Advertising (the BCAP Code) are laid down by the Committee of Advertising Practice and regulated by the Advertising Standards Authority (ASA). The CAP Code

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