DMCCA 2024: Drip Pricing: does it apply to you?
Digital Markets, Competition and Consumers Act 2024, Part 4 (in force 6 April 2025)
When this applies
The DMCCA 2024 (in force April 2025) prohibits drip pricing, adding mandatory fees (e.g. booking fees, service charges) only at checkout that should have been included in the advertised price. Review your pricing display.
When it does not apply
Drip pricing rules target consumer-facing businesses. Likely not applicable to B2B-only operations.
What is at stake
CMA enforcement. Fines up to £300,000 or 10% of global turnover. Prohibited as an unfair commercial practice.
What to do
Display the full price, including all mandatory fees and charges, at the first point where the price is shown. Do not add unavoidable charges at checkout.
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Check your business →Reviewed: 2026-06-25 · Source: official guidance