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(1) In these Regulations, unless the context otherwise requires –

"cheap sale price" means the price of the goods which, in the course of trade or business, is indicated in any manner to be less than the price at which the goods or goods of the same description were previously supplied or offered to be supplied;

"cheap sale registration number" means the number issued under regulation 4.

(2) Any expression or indication whether direct or indirect, including the expression "sale", "discount", "reduction", "best buy", "best price", "special price" or "price crush" and by whatever means used or given in the course of trade or business, indicating or likely to be understood as indicating that the price at which the goods are offered is less than the price at which the goods or goods of the same description were previously supplied or offered to be supplied shall be treated as an indication that the person using the expression or giving such indication is supplying or offering to supply goods at cheap sale price.

(3) Where such expression or indication is affixed, labelled, marked or tagged in any manner on the goods, bags or containers by the manufacturer, producer, importer or wholesaler of such goods, the manufacturer, producer, importer or wholesaler of such goods, as the case may be, shall be deemed to be the person supplying or offering to supply the goods at cheap sale price.