The 5 Essential Keys to Displaying Strikethrough Prices Without Taking Big Risks

When Promotions Become a Minefield

A few months ago, a commercial director from a ready-to-wear retailer shared his ordeal with me: a carefully prepared sales campaign, printed posters, dressed shop windows, and then, the day after launch, a letter from the DGCCRF. The reason? An incorrectly calculated reference price. The outcome: a fine, an urgent compliance overhaul, and a slightly tarnished reputation among the most attentive customers. In today's retail landscape, this kind of story is far from exceptional.

Strikethrough price display regulations are a subject many professionals believe they've mastered, until the day they realize they only know the basics. Between the Omnibus Directive that came into force in France in 2023 and the progressive adjustments retailers had to absorb in 2024 and 2025, 2026 is shaping up as a year of regulatory maturity, but also of reinforced controls.

Managing strikethrough pricing in outlets and handling dual price references without legal risk is precisely what this article will help you achieve. No abstract theory: clear rules, concrete examples, actionable tools. Whether you manage a network of physical stores, a marketplace, or an online outlet, you'll find here the benchmarks you need to display your promotions legally and confidently.

Understanding Strikethrough Price Display Regulations

Definition and Importance of Strikethrough Price Display

A strikethrough price seems simple enough: you display an old crossed-out price next to a new reduced price. But behind this visual simplicity lies a precise legal mechanism that many retailers underestimate. The strikethrough price is a promotional communication tool designed to signal to consumers that they're making a saving. And it's precisely because it influences purchasing decisions that it's strictly regulated.

In France, price display regulations are part of a European framework since the transposition of the Omnibus Directive (Directive 2019/2161/EU), effective since May 28, 2022, and integrated into French law through the order of May 26, 2021. This directive profoundly changed the rules of the game. From now on, the reference price used to calculate a discount must be the lowest price charged by the professional during the 30 days preceding the promotion. Gone are the days when you could artificially inflate a starting price to display a spectacular discount.

Why does this matter for your business? Because consumers are increasingly savvy, because consumer rights organizations scrutinize promotional practices, and because automated price monitoring tools are multiplying. In 2026, ignoring these rules means exposing yourself to financial risks, but also to a lasting loss of trust from your customers.

Current Regulations: Where to Find Official Information

The question comes up often in conversations with retail teams: where can you find reliable, up-to-date regulations on strikethrough prices? The answer isn't always obvious, as sources are scattered.

  • The reference text in France is the order of March 11, 2015, relating to price reduction announcements, modified and supplemented by provisions from the transposition of the Omnibus Directive. This text is available on Légifrance, the official database of French law.
  • The DGCCRF (Directorate General for Competition, Consumer Affairs and Fraud Control) also publishes practical fact sheets accessible on its website, regularly updated.
  • For e-commerce players, the European Commission provides resources on the Omnibus Directive through its dedicated portal. These documents are particularly useful for understanding how the 30-day rule applies across sales channels.
  • Professional federations like the Federation of Specialized Commerce (FCS) or the Federation of E-commerce and Distance Selling (FEVAD) publish sector-specific guides and organize regulatory update webinars.

In 2026, regulatory monitoring is no longer optional: it's a core business skill.

Examples of Sanctions for Non-Compliance

Penalties for non-compliance with strikethrough price display regulations are not symbolic. The DGCCRF has extensive investigative powers and can impose administrative fines of up to 15,000 euros for natural persons and 75,000 euros for legal entities, or even more in cases of characterized misleading commercial practices.

Beyond fines, retailers can be forced to publish corrections, generating negative media exposure particularly damaging for brands positioned on trust and customer proximity. In 2023 and 2024, several French retailers were subject to injunctions published on the DGCCRF website, visible to all.

Example: A clearance store had displayed strikethrough prices based on manufacturers' suggested retail prices rather than its own previous selling prices. The DGCCRF considered this practice misleading. The retailer had to overhaul its entire promotional display and pay a significant fine.

What's striking is that these errors are often unintentional. They result from a lack of internal processes, inadequate tools, or unfamiliarity with rules specific to particular sales contexts, like outlet strikethrough pricing, which follows additional constraints.

How to Display a Strikethrough Price Legally

Calculating the Reference Price for Promotions

Here's the central question, the one that crystallizes the most errors among commercial and marketing teams: how do you calculate the reference price for promotions in compliance?

Since the transposition of the Omnibus Directive, the rule is clear. The reference price displayed as a strikethrough must correspond to the lowest price applied by the merchant during the 30 days preceding the start of the promotion. Not the manufacturer's suggested price, not the price displayed in the window without ever being practiced, not a competitor's price. The lowest price you yourself applied.

Concrete example: You've been selling a jacket for 120 euros for three months. Two weeks ago, you ran a 48-hour flash sale at 100 euros. You now want to launch a promotion at 90 euros. Your legal reference price is 100 euros, not 120 euros. Your displayed discount is therefore 10%, not 25%.

This calculation may seem penalizing for retailers who run frequent promotions. And that's precisely the legislator's intention: to prevent artificial inflation of reference prices. For retailers managing hundreds or thousands of references, this tracking requires appropriate tools. This is where solutions like those developed by Wishibam make perfect sense: centralizing price history, automating reference calculations, and securing promotional displays at scale.

There are exceptions to the 30-day rule, particularly for perishable products or progressive promotions. These special cases are documented in official DGCCRF texts.

Conditions for Using a Strikethrough Price in an Outlet

Outlet strikethrough pricing deserves special attention, as it concentrates specific issues that general rules don't always explicitly cover. An outlet, whether physical or online, generally sells past-season items, end-of-line products, or slightly defective goods. The question of dual price references is therefore particularly sensitive there.

  • Product already sold in the main network: Reference price must respect the 30-day rule, applied to the price practiced in the usual sales network.
  • Product never sold to the public before the outlet: It's impossible to display a strikethrough price based on sales history. Any reference to an "original price" must be extremely cautious and documented.

The DGCCRF has specified in its guidelines that using the manufacturer's suggested price as a reference is only admissible under strict conditions: the suggested price must be real, documented, and the merchant must be able to prove it. In practice, many outlet retailers expose themselves to risks by displaying "boutique prices" without having the necessary proof.

Managing dual price references without legal risk in an outlet therefore requires rigorous traceability of each item's pricing history, which implies high-performing information systems and clearly defined internal processes.

Best Practices to Avoid Common Mistakes

  • Systematically document price history: Every price change must be recorded with its application date, duration, and scope.
  • Train field teams: Short but regular training on regulation basics helps prevent display errors.
  • Implement legal validation: Have the legal department or external counsel verify promotional campaigns before launch.
  • Never use a hypothetical reference price: The strikethrough price must always correspond to a documented, verifiable price.
  • Use appropriate technological tools: Specialized platforms allow these checks to be automated and displays to be secured at scale.

Strategies to Optimize the Use of Strikethrough Prices

Integrating Strikethrough Prices into an Effective Marketing Strategy

A well-used strikethrough price isn't simply a clearance tool. It's a value perception lever, a strong signal sent to consumers about the quality of your offer and the generosity of your commercial gesture. But for this lever to work, it must be part of a coherent strategy, not a succession of disorganized promotions that end up conditioning customers to never buy at full price.

  • Perceived scarcity: A strikethrough price is more effective when it's exceptional. Too many promotions devalue your brand and condition customers to wait for discounts.
  • Consistency across channels: Synchronize prices between store and online to avoid confusion and mistrust.
  • Contextualize the promotion: Provide a reason (end of season, clearance, store anniversary) to legitimize the offer and boost trust.

Case Studies: Successes and Failures in Using Strikethrough Prices

Success: A multichannel sports retailer adopted centralized price management and strict documentation. Result: no DGCCRF injunctions, improved customer trust, more profitable promotions.

Failure: An online fashion outlet promoted "boutique prices" without proof. Reported by a consumer association, investigated, fined over 200,000 euros. Negative media with repercussions on SEO and image.

These cases show: compliance is an investment that pays off and secures your business.

Tools and Resources to Monitor Regulations and Optimize Display

  • Official sources:
  • Technological tools:
    • Centralized pricing management platforms
    • Price intelligence tools to monitor the market and compliance risks
    • Omnichannel catalog management like Wishibam for consistency between physical and digital

Comparative table of approaches:

  • Manual: High error risk, strong human cost, unsuitable for large catalogs.
  • Semi-automated: Fewer errors, still needs human validation, suitable for mid-sized retailers.
  • Integrated automated: Full traceability, real-time alerts, compliance at scale. Recommended for omni-channel retailers with large catalogs.

Having an internal referent on pricing regulation, trained and linked to your legal department, is now a best practice among mature retailers.

FAQ: Outlet Strikethrough Pricing, Managing Dual Price References Without Legal Risk

What is the reference price for strikethrough pricing?

The reference price is the lowest price charged by the merchant during the 30 days preceding the start of the promotion. This is the price that must be displayed as the strikethrough price, in accordance with the Omnibus Directive transposed into French law.

Can the manufacturer’s suggested retail price be used as a strikethrough price in an outlet?

Yes, but under strict conditions. The manufacturer’s suggested price can only be used as a reference if it’s real, documented, and the merchant can provide proof. In practice, the DGCCRF examines these situations carefully and retailers must have solid justification.

What’s the difference between a strikethrough price and a price reduction?

A strikethrough price is a visual representation of a price reduction: the old price is displayed crossed out next to the new price. The price reduction is the legal concept that frames this practice. Both are subject to the same regulatory rules since the Omnibus Directive.

How can you manage dual price references in an outlet without legal risk?

Two cases must be distinguished: if the product was sold in the main network, the reference price is the lowest practiced in that network over the last 30 days before being placed in the outlet. If the product has never been sold to the general public, any reference to an “original price” must be documented and justifiable, or risk being qualified as a misleading practice.

What sanctions are incurred for non-compliant strikethrough prices?

Penalties can reach up to 15,000 euros for natural persons and 75,000 euros for legal entities. In cases of characterized misleading commercial practices, these amounts can be significantly increased, and the retailer can be forced to publish a public correction.

Does the 30-day rule apply to flash sales and short-term promotions?

Yes. The 30-day rule applies to all promotions, including flash sales. An exception exists for progressive promotions (where the discount rate increases over time): in this case, the reference price is the one practiced before the start of the first promotion.

How does Wishibam help retailers manage strikethrough price compliance?

Wishibam offers omnichannel pricing management solutions that centralize price history, automate reference price calculations, and ensure that prices displayed in-store and online are consistent and compliant with current regulations. These tools are particularly suited to retailers managing large catalogs and multichannel networks.

Where can you find official regulations on strikethrough prices?

You can consult Légifrance for the regulatory texts (notably the order of March 11, 2015, as amended), as well as the DGCCRF site for practical fact sheets and sector-specific guides. For the European context, the European Commission’s portal on the Omnibus Directive is also a reference.

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