The Digital Markets, Competition and Consumers Act: what UK marketers need to know
The Digital Markets, Competition and Consumers Act 2024 is the most significant update to UK consumer protection law in over a decade. It introduces new rules on fake reviews, drip pricing, subscription contracts, and gives the CMA direct enforcement powers.
Fake Review Provisions
It is now a specific offence to commission, incentivise, or publish fake reviews. This includes paying for positive reviews, offering discounts for reviews without disclosure, publishing fabricated reviews, and suppressing genuine negative reviews.
Drip Pricing Ban
Mandatory charges added during purchase after an initial headline price are banned. The total price including all mandatory fees must be displayed upfront. This affects booking fees, service charges, delivery charges, and processing fees.
Subscription Contract Requirements
Businesses must provide clear pre-contract information, send reminder notices before renewal (especially free-trial-to-paid conversions), and make cancellation at least as easy as sign-up.
CMA Enforcement Powers
The CMA can now impose fines of up to 10% of global turnover for consumer protection breaches — directly, without court. This is a major change from the previous regime.
What to Audit
- Review all pricing pages for drip pricing
- Audit review processes for authenticity
- Check subscription flows — cancellation must be as easy as sign-up
- Review advertising claims generally
Frequently Asked Questions
When does the DMCC Act apply?
Royal Assent May 2024. Consumer protection provisions largely in force by 2026.
Does this affect B2B?
Primarily B2C, but the CMA takes a broad view. B2B businesses should still review pricing transparency and reviews.
