EU Law analysis: Pursuant to Article 6a(1) and (2) of Directive 98/6/EC on consumer protection in the indication of the prices of products offered to consumers (EU Price Indication Directive), any announcement of a price reduction must indicate the prior price applied by the trader for a determined period of time prior to the application of the price reduction. The ‘prior price’ is the lowest price applied by the trader during a period of time not shorter than 30 days prior to the application of the price reduction. A price reduction of a product announced by a trader in the form of a percentage, or in the form a promotional statement intended to highlight the advantageous nature of the announced price must therefore be determined on the basis of the ‘prior price’, ie the lowest price applied by the trader during a period of time not shorter than 30 days prior to the application of the price reduction. Written by Geert Bovy, partner, and Sebastian Tytgat, counsel, at Baker McKenzie.