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ARTICLE · 09 MAY 2026

The Price Isn't Right: The AA Drip Pricing Case

Macfarlanes LLP
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The Competition and Markets Authority has imposed its first substantive fine under new consumer enforcement powers, penalising the AA £4.2 million for drip pricing practices.

United KingdomAntitrust/Competition Law
Cameron Firth
Cameron Firth
Matthew Redfern
Matthew Redfern
Matthew Pimley
Matthew Pimley
Greg Dowell
Greg Dowell

Following the imposition of the first substantive fine under the CMA’s direct consumer enforcement regime, the public version of the Infringement Notice lays bare the CMA’s approach to applying the new drip pricing rules and the setting of penalties.

On 15 April 2026, the CMA imposed a £4.2m penalty on the AA for failing to include mandatory booking fees in the headline prices shown to consumers when they booked driving lessons online. The CMA has now published a non-confidential version of the Final Infringement Notice (FIN), making it possible to understand how it approached the various aspects of this investigation, including the procedure it followed, the evidence relied upon to find substantive breaches of consumer law, and issues relating to penalties and consumer redress. This is helpful for businesses seeking to understand how the CMA is likely to wield its new powers in other cases.

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