New laws governing online reviews and pricing: A marketing perspective

The UK has introduced reforms targeting online transparency, with a particular focus on paid for or fake reviews, and hidden fees. The Digital Markets, Competition and Consumers Act 2024 (DMCCA) effective from 6 April 2025, introduces additional responsibilities for brands that every marketer and online business needs to understand and act on.

Paid online reviews: what’s banned?

• Fake or Paid-For Reviews Are Illegal: It is now explicitly illegal to write, commission, or incentivise fake reviews in the UK. This includes offering money, gifts, or other inducements for positive reviews, regardless of whether the reviewer genuinely used the product or service.
• Cherry-Picking and Concealment: Selectively publishing only positive reviews or hiding negative ones is also considered misleading and is banned.
• Disclosure Requirements: If a review is incentivised in any way, this must be clearly disclosed. Undisclosed paid endorsements are prohibited.
• Platform Responsibility: Online platforms and businesses are required to take "reasonable and proportionate steps" to prevent, detect and remove fake or misleading reviews. Failure to do so can result in investigation and significant penalties.

Hidden fees (“Drip Pricing”): what’s required?

• Mandatory Fees Must Be Upfront: All unavoidable or mandatory charges (such as booking, delivery or admin fees) must be included in the advertised price or prominently displayed at the start of the checkout process.
• No More Drip Pricing: The practice of revealing extra charges only at the end of the purchase journey is now banned. This applies across sectors including retail, travel, hospitality, ticketing and food delivery.
• Optional Extras Exempt: Optional, non-essential add-ons (like seat selection or baggage upgrades) do not need to be included in the headline price but must still be presented transparently at the point of selection.

Enforcement and penalties

The Competition and Markets Authority (CMA) can now directly investigate and fine businesses up to 10% of their global turnover or £300,000, whichever is greater, for breaches related to fake reviews or hidden fees.

Implications for brands

• Transparency Is Non-Negotiable: Marketers must ensure all reviews and pricing practices are fully transparent. Any attempt to manipulate consumer perception through fake reviews or hidden fees is now a legal risk, not just a reputational one.
• Review Management: Businesses must actively monitor and moderate reviews, ensuring authenticity and removing suspicious or non-genuine content. Contracts with marketing agencies and affiliates should include compliance clauses.
• Pricing Strategy: All mandatory costs must be factored into the initial price shown to consumers. Marketing materials, landing pages, and checkout flows must be updated to reflect this new reality.
• Consumer Trust: These changes are designed to restore consumer confidence and create a level playing field. Honest businesses stand to benefit as unfair competitors are penalised.

Key takeaways for marketers

• Paid-for or fake reviews are now a clear legal violation, with severe penalties attached.
• All mandatory fees must be disclosed upfront; hidden or “dripped” charges are banned.
• The CMA has new, direct enforcement powers—compliance is essential.
• Transparent, honest marketing is not just best practice, but now a legal requirement.

By aligning your marketing strategies with these new rules, you not only avoid hefty fines and reputational damage but also build stronger, more genuine relationships with your customers.

If you would like help reviewing your payment funnel for transparency and compliance, please get in touch.