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CMA deploys DMCCA consumer powers: UK-wide price transparency crackdown, eight investigations, 100 advisory letters, final CMA209 guidance, and fines up to 10% of global turnover

Published on: 05 December 2025

Published by a LexisNexis Commercial expert
Legal News
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Article summary

Since April 2025, the CMA has run a significant, economy-wide review spanning more than 400 businesses across 19 distinct sectors in order to check adherence to price transparency rules. Drawing on the findings of this exercise, as well as further monitoring, the CMA flagged potential compliance issues in 14 sectors, such as drip pricing and misleading countdown clocks, which are now prohibited under the new framework. To tackle the concerns it has found, the CMA is using a two-tier strategy: initiating targeted enforcement against a limited set of companies and issuing advisory letters to 100 firms, while also releasing the final version of its price transparency guidance (CMA209) to help businesses meet their legal requirements in full.

Enforcement action

The CMA has begun investigations into eight companies that it has reason to believe may have breached consumer law regarding their use of fees, their use of misleading time-limited offers, and/or the practice of automatically opting consumers in for optional charges...

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