United Kingdom · CAP Code · pricing modules
Bundle and multi-buy pricing claims on UK landing pages — CAP literacy
“Buy together and save £40”, “3 for 2”, starter kits, and subscription bundles pack several prices into one hero module. Published CAP materials treat savings claims as substantiation questions — the bundle total must match how individual items were priced. This guide helps UK marketers inventory bundle copy on live URLs. Not ASA clearance, not legal advice.
Common bundle modules on landing pages
- Fixed kit bundles — shampoo + conditioner + mask at one price vs “worth £X”.
- Multi-buy mechanics — 2 for £20, 3 for 2, buy-one-get-one-half-price.
- Cross-sell tiles — “Complete the set” with aggregate saving.
- SaaS tier bundles — seat + add-on modules with “save 20% vs buying separately”.
- Free gift with purchase — treat the “free” item as a linked claim row; see free delivery literacy for absolute-benefit habit.
CAP literacy themes
Savings substantiation (rule 3.7)
CAP Code section 3 requires objective savings claims to be substantiated. Published materials on pricing discuss:
- Reference price for each component — was each item genuinely available at the stated individual price?
- “Worth £X” totals — sum of RRPs must reflect genuine pricing history, not inflated anchors.
- Like-for-like comparison — same pack size, same formulation; see comparative claims checklist.
Clarity and contradiction (rules 3.1, 3.9)
Headlines that promise a fixed saving while checkout adds mandatory subscriptions, shipping, or tier upgrades can raise clarity and contradiction literacy — same habit as subscription auto-renewal claims.
Register workflow
- Headline bundle claim — exact saving line and currency.
- Component SKUs and list prices — each row in the register.
- Consumer takeaway — e.g. “Always cheaper to buy the kit.”
- Evidence column — pricing history, internal margin file, checkout QA.
- Re-scan after edits — before-and-after URL habit.
Adjacent modules to inventory together
- Was/now pricing on bundle PDPs.
- Price match guarantees that exclude bundles.
- Money-back guarantees on kit returns.
- Superlatives on “best value bundle” lines.
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FAQ
Do I log bundle savings as one claim or several?
Log the bundle headline as one claim row, then each component price that supports the saving. If items were never sold separately at the stated price, note that in your evidence column under CAP 3.7.
How does bundle pricing relate to was/now modules?
Bundles often sit beside PDP was/now tiles. Inventory both — the bundle saving may depend on reference prices on each SKU.
Does CiteBefore verify bundle maths?
No. CiteBefore inventories claim text and suggests evidence columns. Your team holds pricing files. Not ASA clearance.
Related guides
Informational only. Author: Ellis Greensitt. datePublished 2026-09-24. Not ASA clearance.