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The Competition and Markets Authority's (CMA) purpose is to help people, businesses and the UK economy by promoting competition and tackling unfair behaviour.
About this consultation
We consulted on draft guidance for businesses on the price transparency provisions of the Digital Markets, Competition and Consumers Act 2024 (DMCC Act).
The guidance details:
what an invitation to purchase is
what pricing information needs to be included in an invitation to purchase (and what to avoid including ‘drip’ and ‘partitioned’ pricing)
what traders need to do to ensure they are complying with the new requirements to provide the total price of the product in their invitations to purchase, and what they need to do instead if this is not possible
how the new requirements apply to specific types of charges and pricing practices and the steps that traders can take to ensure they are complying with the new requirements
The draft guidance, which can be found under 'documents' on this page, illustrates how the price transparency provisions may apply in practice and is intended to help traders to comply with them.
This consultation follows on from the CMA’s publication of guidance on unfair commercial practices (CMA207), which covered all material information that must be provided when making invitations to purchase. This guidance (CMA209con) covers specific price transparency requirements for traders when making invitations to purchase.
This consultation is now closed
This consultation closed 8 September 2025.
Your personal data
When handling personal data (like your contact details), we comply with data protection law, as set out in the UK General Data Protection Regulation and the Data Protection Act 2018 and other law designed to protect information.
For more information about the CMA’s statutory functions, how the CMA processes personal data and your rights relating to that personal data (including your right to complain), please visit the CMA’s Personal Information Charter.
The Competition and Markets Authority's (CMA) purpose is to help people, businesses and the UK economy by promoting competition and tackling unfair behaviour.
About this consultation
We consulted on draft guidance for businesses on the price transparency provisions of the Digital Markets, Competition and Consumers Act 2024 (DMCC Act).
The guidance details:
what an invitation to purchase is
what pricing information needs to be included in an invitation to purchase (and what to avoid including ‘drip’ and ‘partitioned’ pricing)
what traders need to do to ensure they are complying with the new requirements to provide the total price of the product in their invitations to purchase, and what they need to do instead if this is not possible
how the new requirements apply to specific types of charges and pricing practices and the steps that traders can take to ensure they are complying with the new requirements
The draft guidance, which can be found under 'documents' on this page, illustrates how the price transparency provisions may apply in practice and is intended to help traders to comply with them.
This consultation follows on from the CMA’s publication of guidance on unfair commercial practices (CMA207), which covered all material information that must be provided when making invitations to purchase. This guidance (CMA209con) covers specific price transparency requirements for traders when making invitations to purchase.
This consultation is now closed
This consultation closed 8 September 2025.
Your personal data
When handling personal data (like your contact details), we comply with data protection law, as set out in the UK General Data Protection Regulation and the Data Protection Act 2018 and other law designed to protect information.
For more information about the CMA’s statutory functions, how the CMA processes personal data and your rights relating to that personal data (including your right to complain), please visit the CMA’s Personal Information Charter.
