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ARTICLE · 02 DECEMBER 2025

Client Guide: DMCC Act 2024 And Drip Pricing

Lewis Silkin
Lewis Silkin
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Lewis Silkin

Lewis Silkin

Joint managing partners: Jo Farmer, Richard Miskella International offices: Dublin, Hong Kong...

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The Digital Markets, Competition and Consumers (DMCC) Act 2004 introduces significant changes to consumer law and the way it is enforced. One of the changes is to clarify the law on drip pricing.

United KingdomConsumer Protection
Geraint Lloyd-Taylor
Geraint Lloyd-Taylor
Brinsley Dresden
Brinsley Dresden
Jen Dinmore
Jen Dinmore
Alex Meloy
Alex Meloy
Fleur Chenevix-Trench
Fleur Chenevix-Trench
Ella Nawaro
Ella Nawaro
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The Digital Markets, Competition and Consumers (DMCC) Act 2004 introduces significant changes to consumer law and the way it is enforced. One of the changes is to clarify the law on drip pricing. The new provisions came into effect in April 2025.

What is drip pricing and why is it a problem?

Drip pricing is when consumers are shown an initial price for a product1 but as the consumer proceeds through the purchasing journey additional mandatory charges are added. The result is that the price paid by the consumer is higher than the price originally presented to the consumer.

Research has estimated that dripped fees (other than delivery fees) cause UK consumers to spend between an additional £595 million- £3.5 billion each year2.

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