The Consumer Law Hub

The Digital Markets, Competition and Consumers (DMCC) Act has transformed the UK's digital and consumer sectors.

Consumer law in the UK underwent a drastic change in April 2025. Groundbreaking legislation was introduced, which gave strong powers to the Competition & Markets Authority (CMA), to investigate potential breaches, to rule on whether there has been a breach, and to decide on the level of financial penalties to be imposed on businesses found to have broken the rules. The CMA has become a very active regulator, with sharp teeth. And with the threat of fines of up to 10% of annual global turnover, among other potential sanctions, consumer-facing claims are now a C-suite issue.

The consumer law regime under the DMCC Act focuses on:

Enhancing Competition: Ensuring fair play in digital markets.
Addressing Deceptive Practices: Cracking down on misleading business practices.
Promoting Sustainability: Encouraging eco-friendly business operations.

Businesses across all sectors, from e-commerce to digital advertising and consumer-facing industries, will need to pay close attention to their obligations under the DMCC Act – particularly in areas where the CMA is currently focusing its attention (including those listed below).

We provide the expertise you need to navigate the complexities of the DMCC Act, to understand what it takes to be compliant while maintaining your competitive edge.

Key areas

Pricing practices and promotions

Person using a tablet and stylus underneath a tunnel of fluorescent green lights

Transparency is key — with increased regulatory scrutiny and increased fining and enforcement risks, pricing practices and promotions are under the spotlight.

Under the DMCC, enforcement and regulatory scrutiny are intensifying. To avoid regulatory action, businesses must proactively review their claims, as well as their pricing and promotional strategies. Key areas of focus include:

Misleading Pricing Tactics: Avoid practices that could deceive consumers.
Unclear Promotional Strategies: Ensure all promotions are transparent and easily understood.
Discounts and Price Comparisons: Verify that all discounts and comparisons are accurate and fair.
Drip Pricing: Be clear about additional costs that may be added during the purchasing process.
Dynamic Pricing: Ensure price changes are justifiable and transparent.
Loyalty Pricing: Maintain fairness in pricing for loyal customers.

Non-compliance with consumer laws can lead to significant penalties. It is essential to align your pricing practices with the new standards to maintain consumer trust and avoid fines. At Lewis Silkin, we offer practical advice to help businesses audit and adapt their pricing and promotional strategies, ensuring compliance and fostering consumer confidence.

Consumer law podcasts

The AdLaw Insights Podcast

In this series, our Co-Heads of the Advertising & Marketing legal team, Brinsley Dresden, and Geraint Lloyd-Taylor, talk about advertising law, regulation, and anything that is interesting, unexpected, and important in the world of advertising marketing in the UK.