In sweden there is a "display price" law, stating that if a seller claims price is lowered, they must also prominently publish the lowest offered priced the last 30 days. Perhaps flights and similar volatile things are excempted, but it is a sign that consumer authorities are aware of and inhibits the practice of first raising prices and then give a discount claiming it is a sale.

Anyway, I wasn't given a "friend" price so no issue here