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ARTICLE · 06 MARCH 2026

Dynamic Pricing: Legal Considerations For UK Businesses

Logan & Partners
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Dynamic pricing tools are increasingly shaping how businesses set prices. Across online marketplaces, subscription services, energy providers and travel companies, automated systems adjust prices based on demand...

United KingdomConsumer Protection
Isadora Werneck
Isadora Werneck
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Dynamic pricing tools are increasingly shaping how businesses set prices. Across online marketplaces, subscription services, energy providers and travel companies, automated systems adjust prices based on demand, supply and market conditions. While this can improve margins and speed up commercial decision-making, it is also attracting closer scrutiny from consumer protection regulators.

In the UK, the Competition and Markets Authority (CMA) has issued new Price Transparency and Unfair Commercial Practices Guidance under the Digital Markets, Competition and Consumers Act 2024 (DMCCA). Dynamic pricing falls squarely within its scope. This article reviews what that means in practice for UK businesses.

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