UK CMA Launches Online Pricing Crackdown Targeting Over 100 Firms
On 18 November 2025, the UK's Competition and Markets Authority (CMA) announced a crackdown on online pricing practices, formally examining eight firms and warning around 100 others about concerns related to mandatory fees and sales tactics. The firms under formal examination are StubHub, viagogo, AA Driving School, BSM Driving School, Gold's Gym, Wayfair, Appliances Direct, and Marks Electrical. The investigations focus on issues such as how mandatory fees are presented and whether these fees are included upfront in advertised prices.
Specifically, StubHub and viagogo are being scrutinized for whether mandatory additional charges are included in initial pricing. AA Driving School and BSM Driving School face examination on their presentation of mandatory fees on their websites, with AA Driving School stating its £3 booking fee is transparent, compliant with CMA rules, and that it notifies customers early in the process. Gold's Gym is investigated regarding the presentation of a one-off joining fee within their annual memberships. Wayfair, Appliances Direct, and Marks Electrical are checked to determine if time-limited sales end as stated or if customers are automatically opted into additional services.
Around 100 other firms received warning letters addressing concerns about extra fees and sales tactics, though the identities of these firms have not been disclosed. This enforcement falls under the Digital Markets, Competition and Consumers Act, which expands the CMA's powers. Under this regime, the CMA has also granted itself strategic market status over major platforms such as Apple and Google.
CMA chief executive Sarah Cardell emphasized the authority's commitment to protecting consumers from misleading prices and illegal pressure selling, noting that the action covers a broad range of the online marketplace to ensure fair dealing.
