United Kingdom: Competition and Markets Authority released guidance on unfair commercial practices price transparency (CMA209) under Digital Markets, Competition and Consumer Act

On 18 November 2025, the Competition and Markets Authority released the guidance on unfair commercial practices: price transparency (cma209), issued under the price transparency provisions of the Digital Markets, Competition and Consumers Act 2024, to explain the obligations applying when traders advertise, market, sell, or otherwise promote products to consumers. The guidance sets out that when a trader gives information to consumers about a product and its price, this will normally be an invitation to purchase, and that prices must not be misleading and should include any fees, taxes, charges, or other payments that the consumer will necessarily incur if the consumer purchases the product. The guidance defines concepts including base price, headline price, total price, and final price, explains the prohibitions on drip pricing and partitioned pricing, and clarifies that mandatory charges must be included in the total price wherever reasonably calculable. It further provides detailed chapters covering invitations to purchase, specific pricing information that must be included, the difference between mandatory and optional charges, presentation of delivery charges, local taxes, periodic pricing, per-transaction charges, and targeted price reductions, and supplements the Unfair Commercial Practices guidance (CMA207).