The Price Marking Order 1991

Special provisions relating to general reductions

18.  In any case where a retailer is proposing to sell goods to which this Order applies at less than the selling price or the unit price which is marked on those goods in one or more of the ways mentioned respectively in article 8(3) or (4) above, he may either—

(a) mark the goods, container, ticket, notice or list (as the case may be) with an indication of the reduced price, or

(b) indicate that the goods (whether they be goods on all or a part of his premises, on or in a specific shelf, counter or table in his premises, or marked with a particular symbol or label) are for sale at a price reduced by reference to a fraction or percentage displayed on a general notice, provided that—

(i) such notice is prominently displayed, is unambiguous and easily identifiable as referring to the goods in question and is clearly legible to prospective purchasers, and

(ii) before purchase of the goods in question prospective purchasers are given (orally or in writing) a statement of what the reduced price is.