Frequently asked questions
Everything TagTrue readers ask about fake sale prices, reference pricing, and California's 90-day rule.
What is the California 90-day price rule?
California Business & Professions Code §17501 requires that any 'was', 'original', or reference price advertised next to a sale price must have been the item's prevailing market price within the three months (90 days) immediately preceding the ad. If it wasn't, the strike-through comparison is deceptive and illegal.
How do I know if a sale price is legit?
Check three things: (1) is the 'was' price labeled MSRP, compare-at, or estimated retail — those are hints it may not be a real selling price; (2) has the item been on 'sale' for more than 90 days — a permanent sale means the reference price is stale; (3) can you find evidence, via archived pages or price trackers, that the item ever actually sold at the higher price recently.
Is MSRP the same as a reference price?
No. MSRP is a suggested price from the manufacturer. It only qualifies as a valid reference price under California law if the retailer actually sold the item at MSRP during the last 90 days. Showing 'MSRP $299 → $99' when the retailer never charged $299 can be a violation.
How do I report a fake sale price?
Sign in on TagTrue, open the report form, pick the retailer, and paste the product URL. Add the reference price, sale price, date observed, and upload screenshots. If you have earlier observations of the same 'sale', add them — that builds the 90-day timeline automatically.
What evidence should I include with a report?
Timestamped screenshots showing the URL, both prices, and the date. Multiple screenshots across weeks are stronger than one. If the retailer openly labels the price as MSRP or compare-at, quote that copy. Links to archived versions of the page help too.
What happens after I submit a report?
The report goes into TagTrue's public database as pending. As more evidence accumulates — additional observations, admissions, or a sale that runs past 90 days — the report moves to verified or qualified. You can also request that Javitch Law Office review it for potential legal action.
Is TagTrue a law firm?
No. TagTrue is a community-run public database. Nothing on the site is legal advice. If you want a report reviewed for legal action, you can request forwarding to Javitch Law Office when you submit or afterward.
Does the 90-day rule apply outside California?
BPC §17501 is California law, but the FTC and several other states have similar rules against fictitious former pricing. TagTrue currently focuses on California because §17501 is the clearest and most enforceable standard.
Still have a question?
Browse existing reports or file your own — TagTrue's public database grows with every submission.