United Kingdom: Competition and Markets Authority opened consultation on draft guidance on price transparency under Digital Markets, Competition and Consumers Act

On 3 July 2025, the Competition and Markets Authority (CMA) opened a consultation on draft guidance on price transparency under the Digital Markets, Competition and Consumers Act (DMCC Act) until 8 September 2025. The draft guidance aims to clarify the legal obligations regarding misleading pricing practices that the DMCC Act established. The draft guidance clarifies what constitutes an “invitation to purchase,” outlining when and how the pricing rules apply. It sets out the specific pricing information that traders must include, emphasising the need to present the total price wherever possible or, if that is not feasible, to clearly explain how consumers can calculate the total cost themselves. Additionally, it addresses how these requirements relate to particular types of charges and pricing practices, including those involving drip pricing, where additional mandatory charges are added after an initial headline price is shown, and partitioned pricing, which involves breaking down the price into separate components without displaying the total upfront.