Crackdown On Online Selling Practices: CMA Launches Eight Consumer Enforcement Cases

The UK Competition and Markets Authority (CMA)'s strengthened consumer protection powers took effect in April 2025. For the first time, the CMA gained direct powers to determine breaches of consumer law and impose potentially significant penalties. The CMA has made clear that it is intent on using its new powers to protect consumers.

Eight companies across four sectors under the microscope

In a widely foreshadowed announcement, the CMA has simultaneously announced its first eight investigations under the new regime.

Consistent with the CMA's recent focus on online choice architecture, the investigations relate to the companies' presentation of additional or "dripped" fees, use of time-limited offers and/or automatic opt-ins for optional charges. The CMA considers that these practices may be a form of "pressure selling," luring customers into making more expensive or quicker purchases than intended.