The United Kingdom’s Competition and Markets Authority (CMA) has stepped up its enforcement against “drip pricing,” a pricing practice in which consumers are initially shown a headline price, while mandatory charges are added only at a later stage of the purchasing process, typically during checkout. Under the Digital Markets, Competition and Consumers Act 2024 (DMCC Act), businesses are required to present the total price, including unavoidable charges, from the outset. The legislation also grants the CMA enhanced powers to investigate breaches, impose financial penalties, and order consumer redress without first obtaining a court order.
The CMA’s recent enforcement actions demonstrate how these new powers are being applied in practice. In April 2026, AA Driving School and BSM Driving School were fined £4.2 million and ordered to refund more than £760,000 to over 80,000 customers after failing to disclose a mandatory £3 booking fee at the beginning of the online booking process. In June 2026, StubHub UK was fined £889,200 and required to refund more than £590,000 to over 50,000 customers after mandatory service and delivery fees were added only at the final stage of ticket purchases. In both cases, the companies cooperated with the CMA’s investigations, resulting in reduced financial penalties.
Rather than prohibiting businesses from charging legitimate fees, the UK’s new enforcement regime focuses on how price information is communicated to consumers. The recent cases indicate that businesses are expected to ensure consumers can understand the total cost of a product or service before making a purchasing decision, particularly in digital environments where transactions are completed quickly and price presentation may significantly influence consumer behavior.
The UK’s recent enforcement illustrates a broader shift in consumer protection towards pricing transparency in digital markets. The regulatory focus is increasingly shifting from the amount charged to whether consumers receive complete and timely price information before making purchasing decisions. This approach signals growing expectations for businesses to disclose mandatory charges clearly from the outset, reinforcing transparency as a fundamental principle of consumer protection.
