Log in or register
Share on LinkedInShare on LinkedIn

ARTICLE · 02 SEPTEMBER 2024

Pricing And Discount Claims: WAS Misleading, NOW Compliant

Lewis Silkin
Lewis Silkin
Contributor
Lewis Silkin

Lewis Silkin

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

View firm profile
Explore more from Lewis Silkin

In August 2024, the CMA issued updated guidance on reference pricing. As the consumer law REVOLUTION continues in the UK, this latest development offers important insight into the CMA's approach to discount claims...

United KingdomConsumer Protection
Geraint Lloyd-Taylor
Geraint Lloyd-Taylor
Fleur Chenevix-Trench
Fleur Chenevix-Trench
Alex Meloy
Alex Meloy
Author LinkedIn connections

In August 2024, the CMA issued updated guidance on reference pricing. As the consumer law REVOLUTION continues in the UK, this latest development offers important insight into the CMA's approach to discount claims, and introduces important new standards.

Pricing claims, including discount claims, must be clear and fair, and must not mislead consumers. That is the position under consumer protection legislation and the UK's advertising codes (CAP non-broadcast Code and BCAP broadcast Code).

In August 2024 the Competition & Markets Authority (CMA) issued guidance on reference pricing for online sellers of mattresses. Although this guidance relates to a specific sector, it seems likely that the CMA will follow the same approach to reference prices in other sectors involving online sales of products, except perishable goods, like food and drink.

We operate a free-to-view policy, asking only that you register in order to read all of our content. Please login or register to view the rest of this article.

Register for freeORLog in

View source

Related Articles

Legal Intelligence Newsletters: sign up for the latest legal and regulatory news on your chosen topics

Read more about

Related Comparative Guides

See more popular content from

Article

The DMCCA: Subscription Contracts - The Timeline Just Got Shorter

The UK Government has accelerated the implementation timeline for new subscription contract laws under the Digital Markets, Competition and Consumers Act 2024, moving the enforcement date from Spring 2027 to January 2027. This change significantly reduces the preparation window for businesses offering subscription services, requiring urgent review of sign-up processes, renewal notifications, and cancellation systems to ensure compliance with the new consumer protection regime.
United KingdomConsumer Protection
Brodies LLP
Brodies LLP
Article

No More Subscription Traps: New Consumer Rules Arrive Early

The UK Government has brought forward new rules to combat subscription traps, requiring businesses to provide clearer contract information, send renewal reminders, and simplify cancellation processes. These changes under the Digital Markets, Competition and Consumers Act 2024 will take effect in January 2027, with significant penalties for non-compliance including fines up to £300,000 or 10% of turnover.
United KingdomConsumer Protection
Broadfield
Broadfield
Article

From Replacement To Repair: What The EU Right To Repair Directive Means For Businesses

The EU's Right to Repair Directive, which entered into force on 31 July 2026, introduces comprehensive measures to encourage product repair and extend consumer goods' lifespan as part of the bloc's circular economy strategy. Alongside the Ecodesign for Sustainable Products Regulation and the Green Transition Directive, these reforms impose new obligations on manufacturers, importers, and distributors to make products more durable and repairable while providing enhanced consumer information about repair opti
European UnionConsumer Protection
TLT
TLT
Article

Recall Of Fresh Food Meals By Dog Food Brand Years

A UK-based dog food subscription service, Years, has issued a voluntary recall of its fresh meals after nearly 200 dogs developed sudden bilateral dry eye following a recipe change that introduced buckwheat. The company is investigating whether contamination in its buckwheat supply may be linked to the reported cases, while affected pet owners explore potential compensation claims for veterinary costs and related damages.
United KingdomConsumer Protection
Hugh James
Hugh James
Article

New Subscription Rules: Are You Ready For January 2027?

The UK government has accelerated the implementation of new subscription contract regulations, moving the deadline from spring 2027 to January 2027. Businesses selling consumer subscriptions must now rapidly prepare for compliance with the Digital Markets, Competition and Consumers Act 2024, which introduces stringent requirements around pre-contract information, renewal reminders, cancellation methods, and cooling-off periods to prevent subscription traps.
United KingdomConsumer Protection
Mills & Reeve LLP
Mills & Reeve LLP
Article

What Education Providers Need To Know About The New Safeguarding Information Sharing Duty

A new statutory safeguarding information sharing duty comes into force on 30 September 2026, requiring education and childcare providers in England to share relevant safeguarding information without parental consent. What are the key changes to data protection practices, consent requirements, and information sharing thresholds that providers must understand and implement?
United KingdomConsumer Protection
Bates Wells
Bates Wells
Article

Subscription Contracts: What Businesses Need To Know About The New UK Cancel Culture

The UK government has accelerated the implementation of new subscription contract rules under the Digital Markets, Competition and Consumers Act 2024, moving the enforcement date to January 2027. These regulations introduce stricter transparency requirements at sign-up, mandatory cooling-off periods including a new renewal cooling-off window, and simplified cancellation processes designed to eliminate 'subscription traps' that lock consumers into unwanted recurring payments.
United KingdomConsumer Protection
Withers LLP
Withers LLP
Article

Revised Earned Settlement Policy To Be Unveiled Before The End Of 2026

The UK Home Secretary has confirmed that the revised earned settlement policy will be published before the end of 2026, following her appearance before the Home Affairs Committee. This announcement provides clarity on the timeline for implementing significant changes to the UK immigration system, including transitional arrangements and the extension of the default settlement period from five to ten years.
United KingdomImmigration
Lewis Silkin
Lewis Silkin
Article

Immigration Changes Announced In Autumn 2026 Budget

The UK government has announced significant changes to its immigration system in the Autumn 2026 budget, including modifications to Skilled Worker salary requirements, extended curtailment periods for highly skilled workers, and expansions to the High Potential Individual and Global Talent visa routes. These reforms aim to create Europe's most pro-business migration system for highly skilled workers while introducing new complexities around visa curtailment and graduate route permissions.
United KingdomImmigration
Lewis Silkin
Lewis Silkin
Article

Summary Of Autumn 2026 Immigration Rule Changes

The UK Home Office has introduced significant changes to its Immigration Rules, including new protections for Skilled Worker visa holders who are victims of modern slavery, measures to prevent abuse of fee waiver processes, and updates to support the UK's participation in Erasmus+ from January 2027. These changes also expand permitted activities for visitors coming to the UK for training or creative purposes.
United KingdomImmigration
Lewis Silkin
Lewis Silkin
Article

What The 2026 Policy Address Means For Employers In Hong Kong

Hong Kong's Chief Executive has unveiled sweeping employment law reforms in the 2026 Policy Address, introducing statutory protections for delivery workers, tightening imported labour controls, and accelerating MPF system changes. These measures reflect the Government's commitment to protecting local workers while addressing the challenges of an ageing workforce and evolving labour market dynamics.
Hong KongEmployment and HR
Lewis Silkin
Lewis Silkin
Article

Hong Kong Increases Minimum Allowable Wage For Foreign Domestic Workers

The Hong Kong Government has announced a 2.35% increase in the minimum allowable wage for foreign domestic workers, raising it from HK$5,100 to HK$5,220 per month effective October 2026. This adjustment follows the government's annual review considering economic performance, labour market conditions, and stakeholder input, with specific implementation timelines for new and existing employment contracts.
Hong KongEmployment and HR
Lewis Silkin
Lewis Silkin
Article

Hong Kong Cracks Down On Unpaid Wages With Director Sentencing

A Hong Kong director was sentenced to 120 hours of community service and ordered to pay HK$93,000 in outstanding wages after her companies failed to pay employees on time. The case demonstrates that corporate officers can face serious criminal liability, including fines up to HK$350,000 and three years' imprisonment, when employment law breaches occur with their consent, connivance, or neglect.
Hong KongEmployment and HR
Lewis Silkin
Lewis Silkin
Article

You're Owed Money. Now What? – A Practical Guide To Debt Recovery In Hong Kong

Hong Kong's debt recovery landscape has become increasingly challenging, with corporate insolvencies rising 45% in 2025 and bankruptcy petitions climbing to over 10,000. This comprehensive guide explores the legal pathways available to creditors, from initial demand letters to enforcement mechanisms, and examines when civil litigation versus insolvency proceedings may be the most effective strategy for recovering outstanding debts.
Hong KongInsolvency/Bankruptcy/Re-Structuring
Lewis Silkin
Lewis Silkin