Can I use an RRP for my own-brand product?
Usually not if you are the only seller and set the reference price yourself. ASA guidance says to avoid RRP comparisons in that situation. A manufacturer's recommendation alone does not establish a genuine market selling price. For sourcing and product records, speak to Cambridge China Bridge.
Why a self-set RRP is a weak comparison
An RRP means a recommended retail price. ASA guidance says sole sellers should avoid using it. Putting a higher price in your brand's price list does not establish that customers actually pay it. A factory's suggested retail price also leaves the actual-selling-price question unanswered.
Before preparing advertising, establish whether other retailers sell your exact branded product or merely a similar factory model. Our private-label manufacturing guide explains the sourcing models; this guide addresses the separate question of supporting an advertised saving.
Check the market for the exact product
Look for evidence of actual selling prices for the exact branded model. Record the retailer, date, product identity, pack contents and price actually charged. Treat crossed-out prices on listings as leads to investigate, rather than proof that purchases occurred at those prices.
Do not use another brand's similar product to establish your product's RRP without confirming the comparison with ASA. For your evidence file, check materials, accessories and guarantees as well as appearance; a shared factory photograph can hide differences.
Consider a previous-price comparison
If the proposed saving is against your own earlier selling price, assess it as a previous-price claim. Make the comparison basis clear. Merely changing the label from RRP to 'was' does not create evidence of a genuine saving.
Keep dated price histories, completed sales records, promotion dates and the sales channel together. Review whether the higher price reflects ordinary trading rather than a temporary price created for the promotion. If your records do not support the comparison, advertise the current price without a saving claim.
Separate sourcing costs from advertising evidence
A factory quotation, your landed cost and your target margin help you choose a retail price. They do not show what customers generally pay for the product. Use our landed-price guide for costing, then build a separate file for any advertised comparison.
Ask Cambridge China Bridge's staff in China to help establish the supplied model, specification and packaging. Keep that product record alongside your sales evidence. Before publishing, have someone outside the buying team read the full advert and explain which price they believe the saving is measured against.
Frequently asked questions
Can I set an RRP for a product only I sell?
Setting a price yourself does not establish a market reference price. ASA guidance says sole sellers should avoid RRP comparisons. Consider the current price alone or a supported previous-price comparison.
Is a factory's RRP enough to advertise a saving?
No. A manufacturer's recommendation alone does not demonstrate actual sales at that price. Ask for selling-price evidence for the exact product.
Can I use a similar competitor product's RRP?
Do not treat it as your product's RRP without confirming the comparison with ASA. Keep competitor research separate from evidence for your exact branded model.
Can I use 'was' and 'now' for my own brand?
Assess a genuine previous-price comparison using your price history and completed sales. Explain the basis clearly. If the records do not support a saving, show the current price alone.