A reserve is the price below which a vendor will not sell while a guide price is one which an auctioneer places in an advertisement. I accept Senator Coghlan's point that an auctioneer in various transactions acts as an auctioneer or as an agent. However, for example, an auctioneer and a vendor could agree a property should be sold for not less than €200,000 and the auctioneer might say he or she will not achieve that and there is no point in selling. Alternatively, the auctioneer might say it is worth more than that and a guide price of €250,000 should be put on the property. Once the guide price is established, one should not be able to say one will not sell when the guide price is achieved, otherwise incorrect and unfair advertising has been used.