United Kingdom: Competition and Markets Authority released updated guidance on unfair commercial practices (CMA207) under Digital Markets, Competition and Consumer Act

On 18 November 2025, the Competition and Markets Authority updated the guidance on unfair commercial practices (CMA207), which had been first published on 4 April 2025, to set out the protection from unfair trading provisions in Chapter 1 of Part 4 of the Digital Markets, Competition and Consumers Act 2024 and to replace Consumer Protection from Unfair Trading Regulations: OFT1008, incorporating revisions reflecting the new price transparency guidance. The updated guidance explains the application of the unfair commercial practices provisions to commercial practices occurring from 6 April 2025, identifies traders, commercial practices, consumers, average consumers and transactional decisions, and summarises the two categories of unfair commercial practices, namely the 32 banned practices listed in Schedule 20 to the Digital Markets, Competition and Consumers Act 2024 and practices that may be unfair if they are likely to cause the average consumer to take a different transactional decision. It further specifies the prohibition on omission of material information from an invitation to purchase, defines material information that must be included under section 230(2) of the Digital Markets, Competition and Consumers Act 2024, sets out requirements on the presentation of pricing information, explains misleading actions, misleading omissions, aggressive practices, contraventions of professional diligence, and offences relating to unfair commercial practices, and describes the application of the provisions to traders supplying products to consumers, promoting other traders’ products, purchasing products from consumers or enabling consumer-to-consumer transactions.