How do I announce a sale on video without breaking pricing rules?
A sale video should say what is discounted, by how much, against which price, and until when, in 15 to 25 seconds, with the discount, code and end date on screen. Compare only with a price you genuinely charged for a meaningful period (in the EU, the lowest price in the prior 30 days), state exclusions and conditions plainly, and only say 'ends Sunday' or 'limited stock' when it is true.
- The FTC's pricing guides say a former price is a legitimate comparison only if it was the actual, bona fide price offered to the public on a regular basis for a reasonably substantial period (16 CFR 233.1).
- The FTC warns that an artificial, inflated price set so a large reduction can be advertised makes the 'bargain' a false one (16 CFR 233.1).
- The EU Price Indication Directive (Article 6a) requires the prior price in a reduction to be the lowest price applied in at least the 30 days before it.
- The FTC's guide on 'free' offers says they must be made with extreme care so consumers are not misled (16 CFR 251.1).
- Veedio's Video Ad Generator defaults to the Josh voice, Highlight captions, a trap bed and the Cinematic style in 9:16.
Before you make the video: the pre-sale checklist
- 1
Write down the reference price
For each product in the sale, note the regular price and how long you have charged it. In the US, the FTC looks for a price offered openly, in good faith, for a reasonably substantial period. In the EU, the reference is the lowest price you charged in the 30 days before the reduction.
- 2
Decide the exact offer
'25% off everything' is a different promise from 'up to 25% off'. If only some products get the top discount, say 'up to' and make sure a meaningful number of products actually carry it.
- 3
List exclusions and conditions
New arrivals excluded, one code per order, minimum spend, regions it applies to, whether it combines with other offers. These go in the video's last frame and the caption.
- 4
Set real dates
Pick a start and end date and time zone you will actually honour. If you plan to extend the sale, do not announce a hard end; say 'for a limited time' and keep it limited.
- 5
Check stock and shipping
If the video says 'ships before the holidays', you need a reasonable basis for it under the FTC's mail order rule. Do not claim 'limited stock' unless it is.
- 6
Then write the script
Use the script below, render it, and read every number on screen against your checklist before it publishes.
Sale announcement script (25 seconds)
5 scenes · about 25 seconds
Scene 1
Our autumn sale starts now: twenty percent off every Tidewell kitchen container set.
Visual: Opening frame: your own photo of the container sets stacked on a kitchen shelf, quick push-in, warm light.
On screen: AUTUMN SALE · 20% off container sets
Scene 2
That's twenty percent off our regular prices, on sets of three and five.
Visual: Cinematic overhead shot of glass containers with colorful lids filled with meal-prep lunches on a wooden counter.
On screen: Off our regular prices
Scene 3
Use code AUTUMN20 at checkout. One code per order.
Visual: Phone screen showing a generic checkout page with a promo-code field highlighted, hand holding it, soft light, no brand logos.
On screen: Code: AUTUMN20 · one per order
Scene 4
The sale ends Sunday at midnight Eastern. Gift sets and new arrivals aren't included.
Visual: Desk calendar with Sunday circled beside a coffee mug and a small wrapped parcel, warm afternoon light.
On screen: Ends Sun 11:59 PM ET · excludes gift sets, new arrivals
Scene 5
Shop the sale at the link in our bio.
Visual: Cinematic lifestyle shot of a tidy fridge shelf with stacked glass containers, then store logo end card.
On screen: Shop now · [store link]
Sale wording across markets
| Phrase | United States (FTC) | European Union | United Kingdom |
|---|---|---|---|
| 'Was [price], now [price]' | The was price must be a genuine former asking price offered for a reasonably substantial period | Prior price must be the lowest price in at least the prior 30 days | Must not mislead about the price or a saving; see CMA guidance on unfair commercial practices |
| 'Up to 50% off' | Must not mislead; few items at the top discount risks deception | Same principle under unfair commercial practices law | Same principle; make sure the top discount is genuinely available |
| 'Free gift with purchase' | Conditions must be clear (16 CFR 251) | Conditions must be clear | Conditions must be clear |
| 'Today only' or 'ends Sunday' | Must be true; fake urgency is a known dark pattern | Must be true | Falsely claiming a very limited time to rush a decision is a banned practice |
| 'Lowest price ever' | Needs evidence across your price history | Needs evidence | Needs evidence |
Openers with honest urgency
- “Our [sale name] starts now: [discount] off [products], until [day].”
- “The last day of our sale is today. Here's what's still [discount] off.”
- “[Discount] off [product] for the first time this year, until [day].”
- “Three things to grab in our sale before it ends [day].”
- “Back in stock and on sale until [day]: [product].”
Before you post: Do not inflate a price before a sale so the discount looks bigger; the FTC calls that a false bargain and EU rules require the lowest 30-day price as the reference. Every urgency claim (ends Sunday, limited stock, today only) must be true, and if you extend the sale, do not keep posting a countdown that has stopped meaning anything. State exclusions on screen, not only in the fine print. Check with your counsel for your markets; this is not legal advice.
Adapting it for different promotions
- Black Friday and Cyber Monday: use the Black Friday Video Ad Maker, and plan your reference prices from early autumn so they are genuine by November.
- Last-day reminder: render a three-scene version (9 credits in stills) that only says what is still on sale and when it ends.
- Code-only sales for email subscribers: say who the code is for and do not post it publicly if it is meant to be exclusive.
- Bundle offers: say exactly what is in the bundle and what each item costs on its own, if you claim a saving.
- Clearance: 'clearance' or 'while stock lasts' is fine when the line is ending; do not restock the same item at the 'clearance' price.
- International stores: render separate versions per region with local currency, dates and reference prices; a single video with US terms can mislead EU or UK shoppers.
Settings
| Setting | Value | Note |
|---|---|---|
| Length | 15–25s | 5 scenes, 13 credits in stills |
| Visual style | Cinematic | Lifestyle shots of the product in use |
| Voice | Josh or Charlie | Casual or hyped; Sarah for a calmer brand |
| Captions | Boxed or Highlight | Discount, code and end date must be readable muted |
| Music | Trap or Uplifting | Match the brand's tone |
| Ads | No watermark on any paid plan | Fine to run as a paid ad |
FAQ
Questions people ask next
Can I show a crossed-out price in my sale video?
Yes, if it is a genuine former price. In the US, it should be the price you offered openly and in good faith for a reasonably substantial period. In the EU, it must be the lowest price you charged in the 30 days before the reduction. Keep a record of your price history.
Is it legal to say 'sale ends Sunday' and then extend it?
Repeatedly announcing a deadline you do not keep can mislead, and in the UK falsely claiming a very limited time to rush a decision is a banned practice. If you might extend, say 'for a limited time' and genuinely end it.
What should be on screen in a sale video?
The discount, what it applies to, the code if there is one, the end date and time zone, and the main exclusions. Many viewers watch muted, so anything that matters cannot be in the voiceover alone.
Can I say 'lowest price ever'?
Only if your price history supports it. A superlative about price is an objective claim and needs evidence, so most stores avoid it.
How many sale videos should I post?
Usually three: an announcement at the start, a reminder midway for longer sales, and a last-day video. More than that tends to read as pressure.
Can I run the sale video as a paid ad?
Yes. Veedio videos have no watermark on any paid plan and can be used commercially, including in paid ads. The claims in the ad are yours, so read the script before it renders.
Sources, checked 30 October 2026:
- 16 CFR Part 233, Guides Against Deceptive Pricing (eCFR)
- 16 CFR Part 251, Guide Concerning Use of the Word 'Free' (eCFR)
- Directive 98/6/EC (Price Indication Directive), EUR-Lex
- CMA: Unfair commercial practices (CMA207)
- FTC: Bringing Dark Patterns to Light (staff report, 2022)
- FTC: Business Guide to the Mail, Internet, or Telephone Order Merchandise Rule
Platforms change their rules, so check them before you rely on them.
Keep going
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