UKFT Updates Guide to UK Pricing Compliance
With peak trading periods approaching, UKFT has updated its guidance on pricing, discounts and promotional offers to help members review their consumer facing pricing practices and ensure their promotions are clear, accurate and compliant with UK requirements.
The update reflects changes introduced by the Digital Markets, Competition and Consumers Act 2024 (DMCC Act), as well as recent reminders from the Competition and Markets Authority (CMA). On 2 November 2026, the CMA published an open letter to online retailers highlighting the requirement to include mandatory charges in the total price shown to consumers. This applies wherever a price is displayed throughout the purchasing journey, including advertising, product pages, baskets, and checkout.
The CMA has also reiterated that optional charges must be clearly communicated and that information about additional costs should not be hidden until late in the checkout process.
The updated UKFT guide covers key areas including reference pricing, discount calculations, comparative pricing, promotional claims, online price transparency, and record keeping. It also outlines practical steps businesses can take to review their pricing and promotional activity ahead of peak trading periods.
UKFT members can access the updated guidance by emailing compliance@ukft.org
