Commercial Awareness Compass
Price traps exposed: inside the DMCC’s fight for fair online shopping with Lewis Silkin
Jen Dinmore
Published Thu, 08 Jan
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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