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ARTICLE · 09 JULY 2025

Drip Pricing – CMA Launches Much Anticipated Additional Consultation

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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Drip pricing is when an initial price for a product or service is presented to a consumer only for additional mandatory charges to be added to it further along the customer journey.

United KingdomConsumer Protection
Jen Dinmore
Jen Dinmore
Geraint Lloyd-Taylor
Geraint Lloyd-Taylor
Fleur Chenevix-Trench
Fleur Chenevix-Trench
Alex Meloy
Alex Meloy
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Drip pricing is when an initial price for a product or service is presented to a consumer only for additional mandatory charges to be added to it further along the customer journey. The new Digital Markets, Competition and Consumers Act 2024 makes substantial changes to consumer law including to drip pricing law, requiring the "total price" to be provided upfront in consumer journeys. The Act has also given the Competition and Markets Authority ("CMA") the power to decide whether consumer protection law has been breached without having to take the business to court. The CMA can also now levy hefty fines for breaches of consumer law; up to 10% of a company's annual global turnover.

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