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Adrianmsmith The price and the sale claims clearly state against manufacturers reccomended retail price not precious selling price.
Not sure if I am following you correctly - but BB make no mention of RRP or manufacturers recommended pricing and do mention SALE!
Even if they had claimed the saving was against RRP, the Advertising Standards Agency has guidance on that which explains that there must be evidence that the item has actually sold at RRP, and indeed that there are other retailers of the item. As this is currently a BB exclusive and hasn’t listed before it seems neither is the case here. Guidance on use of RRP is here https://www.asa.org.uk/advice-online/recommended-retail-prices-rrp.html