Code of Practice & Pricing Policy

Code of Practice

World Duty Free complies with the Code of Practice for airport retailers.

We use the UK VAT relief concession to support reduced prices for all passengers, regardless of their destination.

Pricing Policy

What can I typically save?

We offer a minimum saving of a VAT equivalent discount vs. the average UK High Street Price or RRP on our products*, 365 days a year wherever you are flying to. You can save even more on selected products and categories.

  • Fragrance & Alcohol  -20% vs. the average UK High Street Price
  • Skincare & Cosmetics – VAT equivalent savings vs. the average UK High Street Price
  • Luxury, Tobacco, Souvenirs, Toys & Electricals, – VAT equivalent savings vs. the recommended retail price


What if I find it cheaper elsewhere?

With our Price Promise Guarantee if you find the same product cheaper at a non promotional price on the UK High Street within 28 days of purchasing any product from us we will refund you the difference. In accordance with best practice high street retailers our pricing policy does not cover Internet only retailers. Full terms and conditions can be found here.


What is the average UK High Street Price?

We commission an independent company to survey well known high street stores to find the products we stock. If we find the same product at the retailers’ same every day price in at least three or more retailers we then create an average UK High Street Price that we then discount on. These savings are displayed online and on tickets in-store.


How Often Do you Survey?

We survey our fragrance and liquor lines four times a year and our skincare and cosmetics twice a year. All other savings are constantly checked against the RPP as provided by our suppliers.


Which High Street Shops do you compare against?

We survey 2 different sets of stores to give us our average UK High Street Price; these include well-known supermarkets, high street and department stores.

Fragrance, Skincare & Cosmetics Survey Stores -  Boots, Debenhams, Harrods, Harvey Nichols, House of Fraser, John Lewis, Selfridges, Superdrug, The Perfume Shop.

Alcohol Survey Stores  - Asda, Harrods, Harvey Nichols, Hedonism Wines, Majestic Wine, Morrisons, Royal Mile Whiskies, Sainsbury's, Selfridges, Tesco, The Whisky Shop, Waitrose Groceries.


Why do I need to show my boarding card to purchase products at your store?

It is an HMRC requirement that customers show their boarding passes for all purchases in this store.


Does your pricing policy apply to the products in all of your stores? 

No, confectionery, alcohol and tobacco products purchased in our World Duty Free stores on a P&O Ferry are excluded. This is because prices vary depending on the route of the Ferry, as the prices are based on the duty of the country you are in when the goods are purchased.


*What is not included in your pricing Policy?

  • Selected 70cl liquor lines where we guarantee to match the lowest non-promotional supermarket price
  • Confectionery
  • Individual products that cannot be found in 3 or more of our surveyed stores
  • Products produced exclusively for us.
  • Products where we donate part of our profits to charitable causes.