Track fake reference prices under California's 90-day price rule.
California law requires that any "was" price shown next to a sale price must have been the item's actual prevailing market price within the last 90 days. TagTrue is the public, community-run database of retailers using deceptive reference pricing — and the evidence that proves it.
Latest reports
Submitted by the community, timestamped for the record.
Wayfair
Wayfair Living Room Sale
Observed 2026-09-05
JCPenney
JCPenney Clearance
Observed 2026-09-03
JCPenney
JCPenney Sale
Observed 2026-09-03
Kohl's
Kohl's Womens Clearance
Observed 2026-07-14
Kohl's
Kohl's Clearance
Observed 2026-07-14
Michaels
Michaels Clearance
Observed 2026-07-13
JOANN Fabrics
JOANN Clearance
Observed 2026-07-13
What is the 90-day price rule?
Under California Business & Professions Code §17501, any former or "reference" price advertised alongside a sale price must have been the item's prevailing market price within the three months immediately preceding the ad.
Why fake sale prices matter
Deceptive reference pricing manufactures discounts that never existed, misleads shoppers into overpaying, and inflates perceived value across entire product categories.
How to report a violation
Upload screenshots and price history, rate retailer transparency, or request that Javitch Law Office review a specific violation for potential legal action.
Most reported companies
Ranked by community-submitted violations.
JCPenney
Department store with long-running class actions over reference pricing.
Kohl's
Department store chain frequently cited for perpetual "original price" markdowns.
JOANN Fabrics
Craft retailer with frequent perpetual-sale allegations.
Michaels
Craft retailer often flagged for continuous reference-price discounts.
Wayfair
Online home goods retailer scrutinized for inflated "list price" comparisons.
Act+Acre
Scalp-first hair care brand.