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Treating customers fairly when selling online

How the Competition and Markets Authority (CMA) is helping businesses to comply with the law, and using its new powers to tackle poor online pricing practices.

Using new powers under the Digital Markets, Competition and Consumers Act, the CMA has opened investigations into 8 businesses that it suspects may have broken consumer law with their online pricing and sales practices, including ‘drip pricing’ and pressure selling.

The CMA has also published guidance to help businesses comply with the law on price transparency and optional charges. It is also writing to 100 businesses to outline concerns about their use of additional fees and some online sales tactics.

Investigations

The CMA has opened investigations into 8 businesses it suspects may have infringed consumer law in relation to their:

  • use of fees
  • use of misleading time-limited offers
  • practice of automatically opting consumers in for optional charges

Guidance

The CMA has published guidance to help businesses:

  • understand the law on unfair commercial practices
  • understand the rules on price transparency
  • get customers’ consent for optional charges

Updates to this page

Published 18 November 2025