Samanburðarverð

Samanburðarverð is the price used as a reference in promotional pricing, serving as the basis for comparison when a product is advertised at a discount. It is typically the price at which the product has been offered to customers in a defined recent period or a price recommended by the manufacturer. The purpose is to make the amount of savings clear to consumers and to promote pricing transparency.

Definition and practice: The samanburðarverð should reflect an actual price that was available to the public. The period and the source of the reference price are usually determined by local rules or guidelines and must be reasonable and verifiable. In advertising, the promotional price is shown alongside this reference price to indicate the discount.

Regulatory context: In Iceland, as in many markets, use of a reference price in price promotions is governed by consumer protection and advertising standards. The reference price must be truthful and not misleading, clearly identified as such, and based on a price that was actually charged within a specified period. Businesses are encouraged to keep records to support any claimed comparison.

Usage considerations: Samanburðarverð is common in retail and online advertising, for example "Was: 3,999 kr, Now: 2,499 kr." If a product has not been offered at the reference price, promotional claims may be restricted or require alternative wording to avoid misleading consumers.

See also: Price promotion; Reference price; Consumer protection law.