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Commercial Awareness Compass

Price traps exposed: inside the DMCC’s fight for fair online shopping with Lewis Silkin

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Jen Dinmore

Jen is a Legal Director in the Digital, Commerce & Creative team at Lewis Silkin. She specialises in advising clients regarding consumer regulation. Previously she was Director of Consumer Protection at the Competition and Markets Authority (CMA), where she led a number of high-profile investigations into breaches of consumer law.

Published Thu, 08 Jan

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The Digital Markets Competition and Consumers Act (DMCC 2024) has come into force with powers that reshape how online businesses operate in the UK. The Competition and Markets Authority (CMA) can now act faster and more decisively, targeting practices that have quietly shaped the way people shop. Drip pricing and fake reviews are no longer grey areas. They sit firmly within the CMA’s sights, backed by the threat of significant fines and direct enforcement.

Consumers will feel the difference in how prices are presented, how reviews are managed and how subscriptions are handled. For businesses, this is a major shift that demands changes in product design, internal governance and day-to-day decision making.

How far will the CMA go with these new powers? Which practices will be first to trigger enforcement? And how will businesses adapt to their purchasing journeys having the potential to lead to major consequences?

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