Don't be misled by discount tags: Pay attention to this when shopping!

Phrases seen on store shelves or websites such as “50% off,” “great deal,” and “last day” can speed up a consumer's purchasing decision. However, a high discount rate does not always mean a real advantage. The critical point is the price upon which the discount is calculated.

The Ministry of Trade's regulation aimed at increasing price transparency came into effect as of August 1, 2026. Accordingly, in advertisements for discounted sales, the lowest price applied in the 10 days prior to the start of the discount must be taken into account as the “price before the discount.”

This rule aims to prevent the discount rate from being presented as larger than it is by showing a higher old price. For example, if a product was sold for 800 TL shortly before a campaign, showing it as if a discount was applied over 1,000 TL could be misleading for the consumer.

WHAT SHOULD CONSUMERS PAY ATTENTION TO?

The new practice covers not only labels in physical stores but also discount advertisements in online shopping. Advertisements must be real, clear, understandable, and verifiable. For this reason, it is important for consumers to check the product's past price, its cost at different sellers, and the campaign conditions, especially in online shopping.

Conditions must also be read carefully in campaigns such as “discount in the cart,” “discount on the second product,” “limited to stock,” or “last chance.” Which products the campaign covers, its duration, quantity limits, and the final price to be applied at the checkout should be checked before shopping.

• - Check the actual selling price of the product before the discount percentage.
• - Compare the prices of the same product in different stores and platforms.
• - Check the price history if possible for online shopping.
• - Read the campaign conditions, duration, and product limitations.
• - Do not make a decision just by looking at the large discount rate.

The basic warning from experts to consumers is to look at the amount to be paid and the previous price before getting caught up in the large percentage on the tag. The new regulation also aims to make price information more transparent in discounted sales by facilitating this control.

News Source: 12punto