Misleading online pricing is now under formal investigation in the UK. The Competition and Markets Authority (CMA) has launched its first large-scale enforcement drive targeting tactics like hidden fees, drip pricing, and misleading countdowns. This CMA online pricing crackdown follows the introduction of the Digital Markets, Competition and Consumers Act 2024 (DMCCA), which gives the authority direct power to investigate, fine, and demand refunds without going through the courts. Over 400 businesses have already been reviewed—and the enforcement drive is just beginning.
Many UK businesses now face real legal and reputational risk if their digital sales journeys aren’t transparent. But with the right action, these risks can be managed—and your brand credibility protected.
At Apex Accountants, we break down exactly what’s changed, who’s at risk, and how your business can stay compliant while maintaining customer trust.
The CMA is using new powers that came into force in April 2025. These powers allow the authority to:
Following a cross-economy review of 400 businesses in 19 sectors, the CMA found repeated issues with drip pricing, misleading countdown timers, and hidden opt-ins. These concerns form the foundation of CMA pricing enforcement for UK businesses, placing new legal duties on all digital sellers.
Drip pricing occurs when businesses add compulsory charges late in the checkout process. These can include VAT, booking fees, or service charges.
Under the new law, any mandatory fee must be visible in the first price a customer sees. Failing to do so may breach updated online pricing rules for UK businesses, especially where pricing practices confuse or pressure buyers.
The DMCCA gives the CMA stronger authority to act without involving the courts. This means it can:
These powers are already being used as part of the CMA pricing enforcement for UK businesses, and enforcement activity is expected to expand throughout 2026.
The CMA launched formal investigations into eight businesses:
These cover sectors including events, fitness, retail, and driving education. All investigations relate to suspected breaches of online pricing rules for UK businesses under the new regime.
The CMA sent advisory letters to 100 businesses across 14 industries. These include holidays, cinemas, gyms, parcel delivery, and food services.
These letters do not confirm legal breaches but highlight concerns that must be addressed. Ignoring them may result in stronger enforcement later.
The CMA’s guidance states:
This guidance applies to all digital and online customer journeys.
If your business sells goods or services online, these rules apply to you. Non-compliance can lead to:
This applies to large and small firms across every sector.
At Apex Accountants, we recommend that UK businesses act promptly to reduce legal and reputational risk. Key actions include:
Taking these steps now will help your business stay ahead of enforcement action, build consumer trust, and meet CMA price transparency standards.
Take it seriously. A warning letter is not a fine, but it signals that your business may be at risk. You must:
A poor response now could lead to larger penalties later.
In a fast-changing regulatory environment, your business needs more than just awareness—it needs action. The CMA’s latest crackdown is a clear signal that outdated or unclear online pricing strategies are no longer acceptable. Hidden fees, misleading sales tactics, and automatic opt-ins now carry serious legal and financial risks.
At Apex Accountants, we specialise in supporting e-commerce businesses, digital platforms, and online service providers. Our expert team offers:
We provide clear, practical advice that aligns with your business model and sector, helping you stay compliant without compromising on customer experience.
If you’re unsure whether your current pricing practices meet legal standards, don’t wait for an investigation. Contact Apex Accountants today for a compliance review and take control of your risk.
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