All forms of comparative advertising including "Sale" or "Discounted" prices must be legitimate.

If you claim prices have been reduced, you must be able to prove it.

You must have offered the goods for sale previously for a reasonable period of time and in reasonable quantities at the higher rate.

If you offered a product for sale at an inflated price and then reduced the price shortly afterwards, you would be breaking the law.

Example: "Save $300 - was $1000, now $700”

The higher price comparison must be a sustainable market price offered for a reasonable period before a legitimate saving can be claimed.