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Understanding the New UK Online Pricing Law: What’s Changed from 6 April 2025
As of 6 April 2025, the UK’s Digital Markets, Competition and Consumers Act 2024 has officially come into effect, introducing key reforms designed to improve transparency in online shopping and protect consumers from misleading practices.
Here’s a practical guide to what the new rules mean for both consumers and businesses:
1. Ban on Hidden Fees (“Drip Pricing”)
What’s Changed?
Many businesses used to show a low initial price, only to add mandatory fees like booking or service charges at the checkout. This practice, known as “drip pricing”, is now banned for unavoidable costs.
What’s Required?
All compulsory fees — such as administration charges, taxes, or booking fees — must now be included in the upfront price displayed to consumers.
Example:
An airline must now show the full cost of the flight (including mandatory taxes and booking fees) on the first results page — not just the base fare.
Optional extras like choosing a window seat or adding checked luggage don’t have to be included upfront but must be clearly marked as optional.
2. Crackdown on Fake Reviews
What’s the Issue?
Misleading or fake customer reviews can distort buying decisions, especially if they’re written by bots or incentivised without disclosure.
What’s Required?
Businesses must take reasonable steps to ensure that reviews on their websites or platforms are authentic. This includes:
- Monitoring for suspicious or fake reviews;
- Removing reviews proven to be false;
- Disclosing when a review has been incentivised (e.g., in exchange for a discount).
Example:
A retailer cannot allow a product to display hundreds of 5-star reviews that were paid for or generated by employees or bots — unless clearly stated.
3. What Businesses Must Do
Businesses are now legally responsible for:
- Reviewing pricing structures to make sure all required charges are clearly shown from the start;
- Implementing systems to verify and moderate customer reviews;
- Disclosing any rewards or incentives offered in exchange for reviews.
🔹 4. Enforcement and Penalties These new rules will be enforced by the Competition and Markets Authority (CMA). Businesses that breach the law may face:
- Investigations.
- Fines or other penalties.
- Damage to reputation and potential removal from marketplaces.
🔹 5. Tips for Consumers Check the full price early
Make sure the price you see at the start includes all mandatory charges — don’t rely on headline prices.
Scrutinise reviews
Be cautious of overly generic or suspiciously positive reviews. Compare feedback across other platforms if needed.
Report dodgy practices
If you come across hidden charges or fake-looking reviews, report them to the CMA to help enforcement.
🔹 Final Thoughts
These changes are designed to level the playing field for honest businesses and empower consumers to make confident, informed decisions. Whether you’re booking a flight, buying concert tickets, or shopping online, you should now get the full picture upfront — no surprises at checkout.
Lawdit Solicitors powers staylegal.co.uk and can advise you on terms and conditions and ensure you are up to date with the changing world! info@staylegal.co.uk or info@lawdit.co.uk
