More accurately, the law (which is about the same as the EU law and large parts of EU consumer law were actually modelled on our consumer law) has to have clearly defined edges. IIRC it stipulates that the “real” price advertised during a sale must have been the price for a minimum of X months (not sure what exactly, I think it’s six).

That’s why we’re currently seeing toothpaste for £7 - so they can do the price drop promo in 6 or so month’s time without breaking advertising law while at the same time raising the baseline price in our psyches.

And people always forget. “Why do vegans go on and on about it?” Because we want to be able to eat? For my stag do, my brother forgot THREE times to get me vegan products. THREE. And then complained because I “mention it too much”…I just wanna eat!