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Clear promotional copy: do not hide conditions behind the discount

Make genuine dates, scope and eligibility visible so an offer does not create misleading expectations.

A discount can attract attention, but unexpected conditions at checkout damage trust. Promotional copy should explain not only the reduction but also when it applies. Advertising and the actual payment process need to agree.

State the scope

Which services, dates and people qualify? Are there new-registration, usage-limit or specific-professional conditions? Do not hide essential details at the bottom of a long document. Currency and any maximum discount should be understandable.

Check example calculations

Verify any displayed price and reduction. A percentage discount is different from a fixed amount. Label fictional calculations as examples so visitors do not mistake them for current prices. Update older graphics when fees change.

Avoid artificial urgency

Resetting countdowns and invented “last two places” claims are misleading. Display real end dates and genuine limits only. In particular, do not use the anxiety of people seeking support as sales pressure.

Test before publication

Check both an eligible and an ineligible scenario. Make rejected-code explanations understandable. Obtain appropriate advice about advertising, consumer and professional requirements where needed. This is not legal guidance; the aim is to let visitors choose using accurate information.

Sources and further reading

FTC — Online Shopping: Reviews and Recommendations

https://consumer.ftc.gov/articles/online-shopping