Pricing Practices and Price Transparency

This note summarises the key requirements for pricing practices under UK consumer law. This note has been prepared in line with relevant law and industry guidance, including but not limited to:

• Digital Markets, Competition and Consumers Act 2024 (DMCCA);
• “Guidance for Traders on Pricing Practices” [2025] produced by the Chartered Trading Standards Institute (the CTSI guidance); and
• “Price transparency” guidance 2025, produced by the Competition & Markets Authority, or CMA.

This BHTA note, produced in association with Addleshaw Goddard, is designed to help industry members ensure their pricing is clear, fair, and compliant. This note is for any member who advertises, markets, sells or otherwise promotes products to consumers at any point in a purchase process, from early-stage advertising to final purchase.

Click here to download the Pricing Practices and Price Transparency note as a PDF.