Yes, terms such as ‘discount’, ‘promotion’, ‘special price’ or ‘sale’ may be used in the title if they accurately describe the actual offer. The price advantage must be genuine, current and verifiable. Conditions, restrictions and additional costs must not be concealed.
The title should also clearly indicate which item or service is being offered. A promotional term on its own is not sufficient.
Stating a discount does not guarantee a better position in search results, nor does it guarantee a specific reach or number of views.
When can I use ‘discount’ in the title?
‘Discount’ indicates that the current price charged has actually been reduced compared to a relevant previous price.
Only use the term if:
- the current price is genuinely lower,
- the comparison price is accurate,
- the previous price was actually charged,
- the discount is valid at the time of publication,
- the specific product on offer is covered by the discount,
- all conditions are explained clearly,
- any additional mandatory costs remain clearly identifiable,
- the claim has not been created by an artificially inflated comparison price.
A price that is merely lower does not automatically constitute a discount. Without an actual price reduction, the price should not be described as a ‘discount’.
When may I use the term ‘promotion’ in the title?
The term ‘promotion’ may refer to a special offer that is limited in terms of time, quantity or content.
A promotion may, for example, relate to:
- a temporarily lower price,
- a discount on specific items,
- a bundle offer,
- an additional service at no extra cost,
- a specific purchase quantity,
- a time-limited shipping offer,
- a voucher or promotional code,
- special terms for a clearly defined group of users.
Describe exactly what the promotion entails. The word ‘promotion’ alone does not explain what benefit interested users receive.
If the promotion does not involve a price reduction, the title should not imply a discount.
Example:
‘Promotion until 31 October: Free delivery within Hanover’
The description must then explain:
- which items the promotion applies to,
- which area is covered,
- whether there is a minimum order value,
- until when the promotion runs,
- what other conditions apply.
How should the title be worded?
The title should make it clear at first glance what is on offer. The reference to the discount promotion must not replace the actual product or service description.
Suitable examples:
- ‘20% discount until 31 October - Model X leather rucksack’
- ‘Promotional price - Black office chair’
- ‘Weekend promotion - Bicycle inspection at a fixed price’
- ‘10 EUR discount - Solid wood table with four chairs’
- ‘Set promotion - Three plant pots for a total of 30 EUR’
- ‘20-inch children's bicycle - Price reduced to 80 EUR’
Less suitable examples:
- ‘DISCOUNT!!!’
- ‘SPECIAL OFFER SPECIAL OFFER SPECIAL OFFER’
- ‘MEGA SALE - TODAY ONLY!!!’
- ‘Heavily discounted’
- ‘Best price guaranteed’
- ‘Cheaper than anywhere else’
- ‘Only a few left’
- ‘Last chance’, even though the promotion is regularly extended.
Make sure you:
- specify the actual product or service,
- describe the discount clearly,
- avoid excessive use of capital letters,
- do not use long strings of exclamation marks,
- do not create a false sense of urgency,
- do not make unsubstantiated best-price promises,
- update the title once the promotion has ended.
What information should be included in the description?
The title may be brief. The full terms and conditions of the discount promotion must be included in the description.
Depending on the offer, state:
- the current price,
- the relevant previous price,
- the amount of the discount,
- whether the discount is granted as a fixed amount or a percentage,
- the start and end dates of the promotion,
- the items or services covered,
- any excluded items or variants,
- the available quantity,
- any minimum order value,
- any required minimum quantity,
- the permitted number per customer,
- shipping costs,
- packaging costs,
- travel costs,
- other mandatory additional costs,
- conditions for using a voucher or promotional code,
- any restrictions on combining the offer with other promotions,
- everything actually included in the delivery or service.
Interested users should be able to understand without making a further enquiry:
- what has been discounted,
- what price actually needs to be paid,
- how the price saving was calculated,
- to which variant the price applies,
- how long the promotion runs,
- which conditions must be met.
Essential conditions should not be disclosed only after an interested user makes contact.
How do I state the previous and the new price?
The current price must be clearly distinguished from the comparison price.
Check the following:
- Was the previous price actually applied?
- For what period did it apply?
- Did it apply to exactly the same item and the same variant?
- Did it include the same items or services?
- Did the previous price include the same mandatory price components?
- Is the basis for the price comparison clear?
- Can the price trend be traced if necessary?
Do not compare different products, variants, quantities or scopes of service without clearly explaining the difference.
The following would be inappropriate:
‘Only 70 EUR instead of 100 EUR’, if 100 EUR was never actually charged or the basis for the comparison is not explained.
What applies to private providers?
The Price Indication Regulation applies to traders who offer goods or services to consumers or advertise them by stating prices. For genuine private occasional sales, the price indication obligations applicable to traders do not apply in the same way.
However, private providers must also ensure that their information on suchen.expert is truthful and clear.
Private providers may state a price reduction that has actually taken place in factual terms.
Example:
‘20-inch children's bicycle - price reduced from 100 EUR to 80 EUR’
This wording is only appropriate if the item was in fact previously offered for 100 EUR.
The original retail price of a second-hand item is not automatically the same as your previous selling price.
If you state the purchase price at the time, make its significance clear.
Example:
‘Originally bought new for 300 EUR. My current selling price for this second-hand item is 120 EUR.’
Do not write ‘60% discount’ if the percentage refers solely to the original new price of an item that is now second-hand and this is not clearly explained.
If you are simply open to negotiation, wording such as ‘80 EUR negotiable’ is clearer than ‘discount promotion’.
Further information:
What must business providers consider?
Anyone who is actually acting in the course of a commercial or self-employed activity must comply with the applicable legal obligations regarding information and price disclosure. The decisive factor is the actual activity and not merely the name of the account.
Business providers must check in particular:
- whether the total price, including VAT and other price components, is stated,
- whether additional freight, delivery, postage or other costs are clearly indicated,
- whether unit prices must be stated,
- whether all discount conditions can be clearly linked to the relevant offer,
- whether the comparative price used is legally permissible,
- whether any specific obligations apply to the goods or services offered.
When a price reduction for goods is announced to consumers, the lowest total price that the trader charged consumers during the 30 days before applying the reduction must generally be stated.
This applies, for example, to statements such as:
- ‘20% discount’
- ‘30 EUR off’
- ‘Reduced’
- ‘Sale’
- a previous price shown with a line through it,
- a direct comparison between an old and a new price.
The comparison must not be based on a price that was artificially increased shortly before the promotion.
Example:
- regular price during the period: 100 EUR
- lower price in the meantime: 80 EUR
- new promotional price: 70 EUR
For the legally required previous-price indication, the lowest total price applied during the relevant 30-day period is generally decisive. In this example, it would be 80 EUR rather than 100 EUR.
Special rules may apply to gradually increasing price reductions, individual discounts, perishable goods and other specific cases provided for by law.
Further information:
What applies to services and individual discounts?
The specific 30-day rule for announcing a price reduction applies to goods. For services too, information on discounts and promotions must be true, unambiguous and not misleading. Depending on the offer, further legal obligations may apply.
For services, please specify:
- which specific service is discounted,
- what is included in the service,
- whether material costs are included,
- whether travel costs are added,
- whether the price applies per hour, appointment, person, unit or for the entire job,
- what the minimum booking is,
- the period for which the promotion applies,
- whether certain times or service areas are excluded.
Example:
‘Promotional price until 30 November: 60 EUR for a two-hour gardening service within Hanover. Material and disposal costs are not included and will be agreed upon before the job is commissioned.’
Unsuitable:
‘50 per cent discount on gardening work’, if neither the previous price nor the scope of services, duration or additional costs are specified.
In the case of a genuinely individual discount, it must be made clear that it applies only to the specific recipient or individual case. A generally accessible discount code does not automatically constitute an individual discount.
Can I compare prices using a manufacturer’s recommended retail price?
A manufacturer’s recommended retail price is not the same as your own previous selling price.
If you quote a recommended retail price:
- it must actually come from the manufacturer,
- it must relate to the same product and the same version,
- it must not be presented as your own previous price,
- the reference must be clearly labelled as ‘RRP’,
- you should check whether the recommended price is still current,
- the comparison must not give the false impression of a price advantage.
Example:
‘Current price: 80 EUR. Manufacturer’s recommended retail price: 100 EUR.’
Inappropriate:
‘Only 80 EUR instead of 100 EUR’, if 100 EUR was merely a previous or outdated recommended retail price from the manufacturer and was never charged by you.
How do I specify the duration, quantity and conditions of the promotion?
Any restrictions relating to time, quantity or eligible persons must be specific and up to date.
Appropriate time specifications:
- ‘Valid from 1 October up to and including 31 October.’
- ‘Promotional price up to and including 15 November.’
- ‘On 12 October only.’
- ‘Weekend promotion from 18 October to 20 October.’
Avoid:
- ‘for a limited time only’ if no specific period is stated,
- ‘today only’ if the advert remains unchanged for several days,
- ‘last chance’ if the promotion is to continue afterwards,
- ‘ends soon’, even though there is no fixed end date.
If the discount applies only to a limited quantity, please specify, where possible:
- the available promotional stock,
- the maximum number per customer,
- the minimum order quantity,
- the variants included,
- the duration of the promotion,
- what applies once the promotional stock has run out.
For a volume discount, please specify:
- the minimum quantity,
- the price per unit,
- the required total price,
- any tiered pricing,
- postage and packaging costs.
For a voucher or promotional code, please specify:
- the specific benefit,
- the required code,
- the validity period,
- the minimum order value,
- offers covered and excluded,
- the permitted number of redemptions,
- any restriction to new customers,
- regional restrictions,
- whether the voucher can be combined with other promotions.
A statement such as ‘up to 50% discount’ does not mean that all items offered are reduced by 50%. Therefore, explain which items or variants are covered and which discount applies to each.
How must additional costs be stated?
The promotional price must not appear deceptively low by concealing unavoidable costs.
In particular, explain:
- shipping costs,
- packaging costs,
- delivery costs,
- travel costs,
- installation costs,
- material costs,
- mandatory processing fees,
- minimum order values,
- necessary additional services,
- surcharges for particular variants, dates or appointments.
Example:
‘Promotional price: 80 EUR including VAT. Postage within Germany: an additional 6 EUR.’
Inappropriate:
‘Only 80 EUR’, if an additional 30 EUR in processing or packaging costs is mandatory for every purchase and this is not clearly stated.
Further information:
What wording should I avoid?
Do not use statements that you cannot substantiate or that create a false impression.
These include, in particular:
- a fabricated previous price,
- a price that has been temporarily increased as the basis for a discount,
- an expired promotion,
- a ‘Today only’ claim that is repeated on a regular basis,
- an inaccurate RRP comparison,
- a discount on a variant that is not available,
- an offer that is only apparently free,
- hidden mandatory charges,
- an unattainable ‘from’ price,
- a false claim of limited stock,
- an unsubstantiated best-price promise,
- a price guarantee without clear terms and conditions,
- a blanket discount that actually applies to only a few items,
- a discount on accessories not included in the offer,
- excessive use of capital letters and special characters.
What might a complete discount statement look like?
Example for a product:
‘20% discount up to and including 31 October on the black Model X office chair shown. Current total price: 160 EUR. Lowest total price during the 30 days before the reduction began: 200 EUR. The price is for one item. Shipping within Germany costs an additional 10 EUR. Available promotional stock: 8 items.’
Example for a service:
‘Autumn promotion up to and including 30 November: Two-hour garden maintenance for 60 EUR instead of the regular price of 75 EUR. The offer is valid within Hanover from Monday to Friday. Travel costs within the city limits are included. Material and disposal costs are not included and will be agreed upon before the work is commissioned.’
Example of a set:
‘Set promotion until 15 October: Three plant pots in sizes 20 cm, 25 cm and 30 cm for a total of 30 EUR. Individual sales are not part of the promotion. Collection is free. Shipping costs an additional 7 EUR.’
Does ‘discount’ improve my advert’s position in the search results?
No. Using the words ‘discount’, ‘promotion’, ‘sale’ or ‘special price’ does not guarantee a better position in the search results.
The following factors are particularly relevant for search and results lists:
- the search term entered,
- the currently selected advert type,
- the selected filters,
- location or search radius,
- category,
- additional features,
- the selected sort order.
A term referring to a discount should only be used when it accurately describes the specific offer. Repetition or artificial lists of search terms can make the advert harder to understand.
Further information:
How can I make sure my advert is easy to find in the search results? Can I use hashtags or keywords?
What should I bear in mind during and after the promotion?
Keep the advert up to date throughout the promotion.
Check regularly:
- Is the discounted item still available?
- Is the current price correct?
- Is the stated comparison price still accurate?
- Do the stated terms and conditions still apply?
- Is there still promotional stock available?
- Are the shipping and additional costs correct?
- Is the end date still correct?
- Have any variants or included items changed?
After the promotion has ended:
- remove ‘discount’ or ‘promotion’ from the title,
- update the price,
- remove any expired terms and conditions,
- deactivate the advert if the offer no longer exists,
- retain any required pricing records for business offers.
What should I check before submitting?
Check that:
- The discount promotion is genuine.
- The title describes the item or service on offer.
- The current price is clear.
- The comparison price is accurate.
- For a business price reduction on goods, the 30-day rule has been checked.
- The amount of the discount has been calculated correctly.
- The start and end dates of the promotion are specified.
- The items or services covered are clearly identified.
- Exceptions and restrictions are explained.
- The available quantity is correct.
- A minimum order value is stated.
- A minimum quantity is stated.
- Shipping and additional costs are clearly indicated.
- Everything included in the delivery or service is stated in full.
- An RRP is not presented as your own previous price.
- A free offer does not require any hidden payment.
- There is no artificial scarcity in terms of time or quantity.
- The text does not contain any unsubstantiated best-price promises.
- The title, description and price field do not contradict one another.
- The information complies with statutory and platform-specific requirements.
What happens in the case of misleading discount information?
Adverts may be reviewed before publication and later when there is a specific reason. Incorrect, misleading or incomplete price and discount information may result in:
- a correction being required,
- the advert being rejected,
- particular content being restricted,
- the advert being removed,
- further action being taken against the account in the event of significant or repeated breaches.
Approval by suchen.expert does not confirm that a discount promotion has been individually reviewed for legal compliance or is permissible. The provider remains responsible for the content, pricing and legal obligations.
Further information:
When should I contact support?
Please use the contact form if you have a technical question regarding the display of the price or the price field.
Please provide the following where possible:
- the link or ID of the advert,
- the advert type and category,
- the price currently listed,
- the desired promotional price,
- which display option is technically not possible,
- what error message is displayed,
- whether the advert has been rejected.
The support team can help with technical and general questions about the platform. It does not replace individual legal or tax advice and cannot give binding legal approval for a discount promotion.
