Consumers are understandably interested in which products and services offer the best value for money. This Advertising Guidance explains how advertisers can make lowest price claims and price promises, without misleading consumers. Advertisers must be able to back-up claims that they offer the lowest prices with appropriate evidence. They should also make sure that they understand the difference between a lowest price claim and a price promise (for example, offering to beat a competitor’s cheaper price if informed of that price by a consumer).