Clear Pricing campaign sets out rules for presenting costs

New CMA campaign highlights the requirement for businesses to provide clear and upfront pricing

The Competition and Markets Authority (CMA) has launched its Clear Pricing campaign to encourage businesses across the UK to provide upfront and transparent prices.

The initiative reminds businesses of their legal duty to show customers the full cost of a product or service from the start.

Pricing requirements

The campaign outlines the pricing rules that apply to advertising, email marketing and online content, including:

• show the total price clearly and in places customers are likely to see
• include all mandatory charges, such as unavoidable fees or taxes, within the total price
• display optional charges, such as delivery fees, even if they are not included in the total price
• provide enough information so customers can calculate the final cost when a total price cannot be shown

Penalties for not following pricing rules

Businesses that do not follow these rules may face penalties, including:

• fines of up to 10% of turnover or £300,000 (whichever is higher)
• orders to compensate affected customers

Find further information about price transparency.

First published 2 March 2026