The Competition and Markets Authority (CMA) has launched its Clear Pricing campaign, collaborating with TV and radio personality Alexander Armstrong to encourage UK businesses to adopt transparent pricing practices. The campaign introduces the '3 Step Pricing Check' to help businesses ensure their pricing complies with legal standards and avoids unexpected costs for customers.

Alexander Armstrong emphasized the importance of clear pricing, stating that nobody likes hidden fees and that upfront pricing simplifies the purchasing process. The CMA's campaign aims to make clear pricing the norm, thereby building customer trust.

The campaign outlines three essential steps for businesses: first, show the total price upfront; second, include all mandatory charges; and third, if a total price cannot be provided, ensure it is clear how customers can calculate it. These steps are designed to support businesses in complying with the strengthened rules under the Digital Markets, Competition and Consumers Act 2024 (DMCCA).

Emma Cochrane, Acting Executive Director of Consumer Protection and Enforcement at the CMA, highlighted that clear pricing is crucial for building customer trust and urged businesses to review their pricing practices. The CMA has also published guidance on price transparency, detailing what businesses should and shouldn't do when displaying prices.

In addition to supporting businesses, the CMA is taking enforcement action to protect consumers and is progressing its first investigations into pricing practices under the new powers granted by the DMCCA. Businesses can check their compliance with the 3 Step Pricing Check on the Clear Pricing campaign page.