Rules by country / Europe / Lowest price in 30 days rule
The EU lowest price in 30 days rule: which discounts you can claim
Any price cut you announce in the EU must show, and be measured from, the lowest price of the last 30 days. Promotions that follow each other closely shrink the discount you can claim. We plan promotions that pay and stay within the rule.
A guide, not legal advice. Member states may set their own rules for goods that perish quickly, new products and step-by-step reductions.
A promotion plan for the 30-day rule
What each promotion really earned, and a calendar of deals that pay and stay within the 30-day rule, product by product and retailer by retailer.
- What every past promotion really earned, after the dip that follows it
- Which deals still pay within the rules, product by product and retailer by retailer
- A promotion calendar for the year, with depth, timing and price steps
- A plan by retailer, and an Excel model to test other deals
How your results look
| Promotion | Discount you can claim | Our advice |
|---|---|---|
| Cola 1.5 litres, back-to-back deals | 10% off | Space the deals out |
| Crisps 150g, one deep deal | 33% off | Keep: it pays |
| Juice 1 litre, price cut and return | 15% off | Cut the regular price instead |
Fictional products. Every real result comes with the expected sales and profit, and a likely range.
Your options
Every option has a fixed price, agreed before we start.
Promotion plan
- The best promotions for each product
- Price plan for each retailer
- Scenario model and a walk-through
Pricing and promotion review
- Everything in the promotion plan
- Prices and promotions for the whole range
- How your products take sales from each other
Portfolio review
- Everything in the pricing review
- More retailers and data sources
- A plan for each channel
After the project: a refresh before each pricing round, from £2,000 (about €2,400). Prices are fixed in pounds sterling; amounts in euros are a guide at October 2026 exchange rates. We're based in the UK and work remotely, in English, under NDA.
How it works
From the first call to your plan in about three weeks.
A free 15-minute call
Tell us about your range. We say whether a review would pay for itself, and quote a fixed price.
Your data
Sales by product and retailer, recipes and costs. We sign an NDA before anything moves.
Your plan
A promotion calendar that pays and stays within the rule, walked through with your team.
The EU lowest price in 30 days rule: the detail
Open only what you need.
- The rule
- Any announced price reduction must show the prior price: the lowest price the trader applied in at least the 30 days before the reduction
- Law
- Article 6a of the Price Indication Directive (98/6/EC), added by the Omnibus Directive (EU) 2019/2161, in force since 28 May 2022
- Percentages too
- The Court of Justice ruled on 26 September 2024 (Case C-330/23, Aldi Sud) that a percentage discount must be calculated from the 30-day low, not from the price just before
- Exceptions
- Member states may set their own rules for goods that perish quickly, for products on sale for under 30 days, and for reductions that increase step by step
- Who it affects
- Retailers announce the prices, so the rule shapes the promotion calendars that suppliers agree with them
Space them out
Back-to-back deals lower the 30-day low, so each new deal can claim less. Spacing them restores the headline discount.
Cut the regular price
A lower everyday price can beat a deal that only works on paper.
Pass it on
Raise the price by the tax or more. Works for products whose sales hold up when the price rises.
What is the lowest price in 30 days rule?
In the EU, any announced price reduction must show the prior price, which is the lowest price the trader applied in at least the 30 days before the reduction.
Does the 30-day rule apply to percentage discounts?
Yes. The Court of Justice ruled on 26 September 2024 that a percentage discount must be calculated from the lowest price of the last 30 days.
Are there exceptions to the 30-day price rule?
Member states may set their own rules for goods that perish quickly, for products on sale for under 30 days, and for reductions that increase step by step.
When did the 30-day price rule start?
On 28 May 2022, when the Omnibus Directive's changes to the Price Indication Directive took effect.
How much does a promotion plan cost?
A review of up to 10 products has a fixed price from £7,500 (about €9,000) and takes about three weeks. For 11 to 50 products, a full pricing review costs around £17,500 (about €21,000). It starts with a free 15-minute call.
Do you work with brands across the EU?
Yes. We work remotely and in English, under NDA, and can plan promotions for every market in one project. Prices are fixed in pounds sterling before we start, and the first step is a free 15-minute call.
- Court of Justice of the EU, press release on Case C-330/23, Aldi Sud (26 September 2024)
- Noerr, impact of the CJEU ruling on discount advertising in Europe
Checked on 25 October 2026. Rules and rates change, so check the official source before making decisions. This page is not tax advice.