DMCC Act 2024: what changed for UK sale prices

The new UK consumer law in force since 6 April 2025, what it says about was-prices, drip pricing and fake reviews, and what you can do.

Updated 26 Oct 2026. This is general information, not legal advice.

The short version

• Since 6 April 2025, the UK's rules on unfair trading sit in Part 4 of the Digital Markets, Competition and Consumers Act 2024 (the “DMCC Act”), replacing the Consumer Protection from Unfair Trading Regulations 2008.¹
• Misleading price claims, including fake “was” prices, are still banned. The test is the same as before: would it mislead the average consumer?^1,3
• New: “drip pricing” (adding unavoidable fees later in checkout) and fake reviews are specifically banned.^1,2
• New: the Competition and Markets Authority (CMA) can now enforce consumer law directly and fine businesses, instead of always going to court.⁴

Was-prices and “save £X” claims

The law doesn't set a fixed number of days a higher price must be charged. Instead, official trader guidance asks whether the comparison is fair. For example, how long the higher price was charged compared with how long the sale runs, and how recently it was charged.³ A was-price charged months ago, or only briefly before a long “sale”, is less likely to comply.³

What this means for you: a crossed-out price is a claim, not proof. Checking what the product actually cost over the last few weeks is the best test. That's what our price drops and never-seen was-prices pages do.

Drip pricing

The CMA's price transparency guidance (CMA209) explains that the headline price must include mandatory fees, taxes and charges. Optional extras, such as a delivery choice, must be clearly signposted.² If a compulsory “service fee” first appears at checkout, that's the kind of practice the law targets.

Misleading omissions

Section 227 of the Act says a practice is a misleading omission if it leaves out information the average consumer needs to make an informed decision, or gives it in a way that is unclear, untimely or unlikely to be seen.⁵

What to do if a deal looks fake

1. Screenshot the page showing the was-price and the date.
2. Check the price history (ours, or another free tool).
3. Report it to Citizens Advice, which passes reports to Trading Standards.⁶

Sources

1. CMA, Unfair commercial practices (CMA207), gov.uk
2. CMA, Price transparency (CMA209), gov.uk
3. Business Companion (Chartered Trading Standards Institute), Guidance for Traders on Pricing Practices, section 17: Using reference prices
4. Digital Markets, Competition and Consumers Act 2024, Part 4, legislation.gov.uk
5. DMCC Act 2024, section 227 (Misleading omissions)
6. Citizens Advice, Report to Trading Standards