CMA Online Pricing Crackdown 2025: What Do UK Businesses Need to Know?

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.

Why Has The CMA Launched This Enforcement Drive?

The CMA is using new powers that came into force in April 2025. These powers allow the authority to:

• Investigate companies directly
• Fine them up to 10% of global turnover
• Order refunds to affected customers

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.

What Is Drip Pricing, and Why Is It Banned?

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.

What are the CMA’s New Enforcement Powers?

The DMCCA gives the CMA stronger authority to act without involving the courts. This means it can:

• Launch direct investigations
• Decide whether breaches occurred
• Impose financial penalties and corrective actions
  

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.

Which Companies are Under Investigation?

The CMA launched formal investigations into eight businesses:

• viagogo and StubHub for hidden ticketing fees
• AA and BSM Driving Schools for unclear pricing
• Gold’s Gym for mid-process joining fees
• Wayfair, Appliances Direct, and Marks Electrical for time-limited offers and automatic opt-ins

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.

What Are Advisory Letters, and Who Received Them?

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.

What does the new Price Transparency Guidance say?

The CMA’s guidance states:

• The total price must include all fees, taxes, and charges
• Optional extras must be clearly marked and not auto-added
• Prices must be shown early in the process, not just at checkout
• If the price depends on weight or time, the method of calculation must be explained
  

This guidance applies to all digital and online customer journeys.

How Does This Affect Your Business?

If your business sells goods or services online, these rules apply to you. Non-compliance can lead to:

• Significant financial penalties
• Loss of consumer trust
• Regulatory action and reputational harm

This applies to large and small firms across every sector.

What Steps Should Your Business Take Now?

At Apex Accountants, we recommend that UK businesses act promptly to reduce legal and reputational risk. Key actions include:

• Conduct a full audit of your website, app, or checkout process to identify any non-compliant pricing displays
• Display total costs upfront, including VAT, booking fees, admin charges, or any compulsory add-ons
• Eliminate pressure-selling tactics, such as misleading countdown timers or fake scarcity prompts
• Review all optional extras to ensure they are clearly marked and not pre-selected without user consent
• Train relevant teams—including marketing, sales, and development—on updated CMA requirements
• Maintain detailed documentation of all pricing updates, system changes, and compliance decisions
  

Taking these steps now will help your business stay ahead of enforcement action, build consumer trust, and meet CMA price transparency standards.

What if You’ve Received a CMA Letter?

Take it seriously. A warning letter is not a fine, but it signals that your business may be at risk. You must:

• Review and revise your online pricing practices
• Follow the latest CMA guidance
• Consult a compliance adviser if needed
  

A poor response now could lead to larger penalties later.

How Apex Accountants Can Support You in the CMA Online Pricing Crackdown

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:

• Online pricing audits tailored to your digital sales journey
• VAT and mandatory fee structure reviews
• Website compliance checks against CMA guidance
• Support in responding to CMA advisory letters
• Staff training and internal process updates

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.