The 30-day rule (EU Omnibus) explained simply

You've probably seen "lowest price in the last 30 days" next to a sale. It comes from an EU law — the Omnibus directive — in force since May 2022. Here's what it changes, in plain terms.

What the law requires

When a retailer announces a discount with a crossed-out price, the reference price (the "before" price) must be the lowest price they charged during the previous 30 days. The goal: stop inflating a price just before a "sale" to display a fake rebate.

A concrete example

A product sold at €40 fifteen days ago, €50 a month ago, and €45 this week. If the retailer launches a sale, the "was" price must be €40 (the 30-day low), not €50. Advertising "-20%" from €50 would be illegal.

The loophole: the 30-day window

The rule only looks back 30 days. Nothing stops a seller from raising the price 31 days before the event, then "dropping" it. Over the year, the rebate can stay misleading while being perfectly legal. That's the main limit.

How to actually protect yourself

• Look at long-term history, not just 30 days: our price history guide shows how.
• Spot pre-event hikes before big events: see fake Black Friday discounts.
• Let a tool watch for you. UniverTrack compares the "sale" to real history over months, not 30 days.

The 30-day rule is a good baseline, but it's no substitute for a real price history. That's your best protection.