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ARTICLE · 19 AUGUST 2026

Drip, Drip... Fine? The CMA Targets Drip Pricing Again

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The Competition and Markets Authority has intensified its enforcement against drip pricing and misleading price presentation, securing nearly £2 million in consumer refunds and imposing almost £6.2 million in fines since new powers took effect. With three new investigations launched—including one into Trainline—businesses face heightened scrutiny over how they present mandatory fees and charges to consumers.

United KingdomConsumer Protection
Dan Smith
Dan Smith
Zoe Pearman
Zoe Pearman
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The Competition and Markets Authority (CMA) has sent a clear message in its latest press release: "The first price customers see should be the price they pay." The regulator is continuing its crackdown on drip pricing and misleading price presentation, with enforcement activity showing no signs of slowing down.

This follows the CMA's 'major consumer protection drive' launched in November 2025, which focused on pricing practices and concerns around drip pricing.

Action included:

  • Enforcement action against eight businesses over concerns about price transparency.
  • Advisory letters to a further 100 businesses regarding their pricing practices.
  • Finalised guidance on drip pricing and price transparency.

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