Jurisdiction(s):
United Kingdom

Avoiding Unfair Commercial Practices under the Digital Markets, Competition and Consumers Act 2024: compliance steps on drip pricing, fake reviews, invitations to purchase and enforcement

Published by a LexisNexis Commercial expert

Practice notes

This Practice Note serves as a practical ‘how to’ on avoiding unfair commercial practices with consumers. It explains what businesses can do to stay within the unfair commercial practices (UCP) provisions of the Digital Markets, Competition and Consumers Act 2024 (DMCCA 2024), including avoiding drip pricing and taking reasonable and proportionate steps to prevent and remove fake reviews. Where appropriate, it signposts to other detailed notes on consumer law and practice. For a general introduction to the consumer protection provisions of DMCCA 2024 and detailed tracking, see Practice Notes: The Digital Markets, Competition and Consumers Act 2024—key consumer protection provisions and Digital Markets, Competition and Consumers Act 2024—consumer protection tracker.

What is an unfair commercial practice?

Unfair commercial practices are prohibited under DMCCA 2024, s 225(1). A ‘commercial practice’ means any act or omission by a trader connected to promoting or supplying the trader’s product, or another trader’s product, to a consumer, or a consumer’s product to a trader. It is immaterial whether the act or omission occurred at the time of the promotion or supply, before or after that time, and so covers advertising, cancellation and complaints management. Equally, it applies...

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Web page updated on 21/05/2026

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