CMA consults on pricing transparency guidance

The Competition and Markets Authority (CMA) has launched a consultation on its proposed guidance on the pricing transparency requirements of the Digital Markets Competition and Consumers Act 2024 (DMCCA). 

Under the DMCCA businesses making an invitation to purchase are generally required to provide all material information including the price or how it will be calculated. The draft guidance provides information to businesses on various requirements for compliance with the DMCCA. This includes:

• Pricing information to be included in any invitation to purchase
• Examples of pricing practices which would be considered misleading – such as drip pricing
• What should be included in the ‘total product price’, including mandatory additional charges, and how information should be presented when it is not calculable in advance
• As well as examples of how the rules would be applied in certain specific examples – including monthly service contracts

The consultation is open until 8 September 2025.

The guidance complements the CMA’s previously released guidance on Unfair Commercial Practices, which covers the material information that must be provided when making invitations to purchase. 

Get in touch if you would like to discuss the new requirements and compliance with the DMCCA.