But look how much I'm saving...!

We're used to seeing Closing Down Sales that seem to go on for ever, but what has struck me this summer is that every week I go to my local supermarket and the first thing that meets my eye is "English Strawberries - Half Price". They're always half price! I thought there was some rule about this - that you couldn't advertise something as being sold at a discount unless it had actually been on sale at what you are claiming is full price somewhere sometime? Not that I'm complaining - they're very tasty and a fair price, but it does make me smile - "Oh no, half price again!"