Businesses selling to consumers should review how their prices, promotions and online reviews appear throughout the customer journey. The Digital Markets, Competition and Consumers Act 2024 has strengthened both the rules and the consequences of getting them wrong.
Consumer protection and enforcement
The Act's unfair commercial practices regime applies to conduct from 6 April 2025. It includes specific provisions addressing fake reviews and drip pricing, alongside prohibitions on misleading or aggressive practices.
The Competition and Markets Authority can determine breaches under its direct consumer enforcement regime without first bringing court proceedings. Substantive financial penalties can reach £300,000 or, if higher, 10% of worldwide turnover. The outcome depends on the breach and the applicable enforcement provisions.
What businesses should review
Check whether the advertised price clearly includes unavoidable charges and whether customers receive material information before deciding to buy. Review claims about discounts, availability and urgency. If your business publishes consumer reviews, consider the steps needed to prevent and remove prohibited review content.
Responsibility should be clear where marketing agencies, marketplace operators or other suppliers manage parts of the sales process. Contractual arrangements with a supplier do not, by themselves, establish that the customer-facing practice is lawful.
Different parts of the Act have different timetables
The digital markets regime, consumer enforcement powers and subscription-contract provisions are separate parts of the legislation. Do not assume that every provision became operative in April 2025. Subscription businesses should check the commencement position and implementing regulations applicable to their contracts.
Balaghi & Rose advises on commercial terms, consumer-facing practices and regulatory disputes. Contact info@balaghi-rose.com for advice on your business's position.
Updated 23 October 2026. General information only; advice depends on the facts and the law applicable to your matter.
