CMA launches pricing campaign with Pointless star

The Competition and Markets Authority (“CMA”) has launched its ‘Clear Pricing campaign’ with TV and radio presenter Alexander Armstrong to encourage businesses to be transparent and fair with their consumer pricing practices. The Digital Markets, Competition and Consumers Act 2024, which came into force in April 2025, strengthened consumer protection provisions and pricing transparency rules. The campaign highlights the CMA’s new 3 step pricing check which businesses can use to check that their pricing practices are within the boundaries of the law.

Step 1 – Show the total price upfront

Step 2 – Include all mandatory charges

Step 3 – If you can’t give a total yet, is it clear how customers can work it out?