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As I understand it, a shop may charge whatever price it likes.

Take a bottle of spring water for example. A shop could ask for £30, 000 for it, but will, in reality, ask for what it beleives it will sell at

Things are different during sales though.

If the bottle of spring water is reduced from £2.00 to £1.00 in the sale, it must have been on sale for a set period of time at the higher price.

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Q: Is minimum advertised price legal in the UK?
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