Question Author
Alternatively , the company is allowed to and could equally increase the price of the same shirt to say �24.99 in one remote store for a brief period of time and then put it on 'sale' at � 14.99 in their other stores .
Thus they can display the ' before ' price as � 24.99 , or if the before price is not displayed - they are allowed to advise you that the 'before' price was � 24.99 .
This also gives the impression to the shopper in their other stores that there has been an significant reduction generally .