Advertising prices like those in your example screenshots would be illegal in the EU. You can't imply that the price "was" $49 and is now $39 when it's also be

Advertising prices like those in your example screenshots would be illegal in the EU. You can't imply that the price "was" $49 and is now $39 when it's also being sold at $29 to another group of customers. In fact, the whole thing is legally questionable according to EU price fixing laws, not to mention ethically unsound.