14d • General discussion
🚨 Important Update: New UK Pricing Rules Now in Force
This is an important compliance update for anyone selling or advertising travel.
New pricing transparency rules under the Digital Markets, Competition and Consumers Act are now in force, and the Competition and Markets Authority (CMA) is expected to begin full enforcement shortly.
The travel sector is a known focus area.
The key principle is simple
The price you advertise must be the true total price the customer will pay.
You must not advertise a lower headline price and then add mandatory charges later.
Failure to comply could result in direct enforcement action, including fines of up to 10% of global turnover.
What This Means in Practice
❌ Drip pricing is now banned
If a fee is unavoidable, it must be included in the advertised price or clearly disclosed alongside it from the outset.
This applies to:
• Shop windows
• A-boards
• Posters
• Websites
• Social media
• Emails
• Digital screens
• Printed adverts
Customers must be able to see the full cost immediately.
Optional extras can still be offered, but they must be clearly presented as optional.
🌍 Local taxes and resort fees must be disclosed
Even if you do not collect these directly, you must clearly inform customers if local taxes, resort fees, eco taxes or similar charges apply.
This must:
• Be shown alongside the advertised price
• Be easy to see
• Include estimated amounts where possible
• Explain if amounts may vary due to exchange rates
Regulators will expect you to know and disclose this information.
đź’¬ Reviews must be genuine
You must ensure your reviews are real and have processes in place to monitor this.
You must not remove genuine negative reviews or present reviews in a misleading way.
đź“Ł Influencer marketing must be transparent
If you work with influencers or content creators, they must clearly disclose paid partnerships, gifted trips or incentives.
You should:
• Have written agreements in place
• Monitor their compliance
You are partly responsible for ensuring they follow CMA rules when promoting your business.
Examples
Non compliant
“Luxury Dubai holiday from £299”
If this only applies to a very limited date and excludes mandatory luggage, transfers or taxes, this would be considered misleading.
Compliant
7 nights in Tenerife
From ÂŁ899 per person
Includes flights, hotel and 23kg luggage
Based on Manchester departures, May 2026
Local taxes estimated cost €32 per person per night or €222 total
This clearly shows a real, obtainable price and explains what is included.
FAQs
Do I need to change my shop window displays?
Yes. Any displayed price must include all mandatory costs or clearly disclose unavoidable additional charges alongside it.
Does this apply to A boards and social media?
Yes. These rules apply to all forms of advertising.
What about local taxes payable in resort?
You must clearly inform customers at the time of advertising and enquiry, including estimated amounts where possible.
Can I still offer optional extras?
Yes, but they must be clearly optional and not presented as part of the base price.
What happens if I do not comply?
The CMA can take direct enforcement action, including fines of up to 10% of global turnover.
Please review:
• Shop window displays
• A boards and signage
• Posters and printed materials
• Website pricing
• Social media posts
• Email marketing
• Any other promotional materials
Make sure all pricing is clear, complete and compliant.
If you need further support, please contact me directly and I will guide you to the appropriate contact or next step.
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🚨 Important Update: New UK Pricing Rules Now in Force
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