On March 1, 2024, the UK implemented new consumer protection laws aiming to save shoppers billions by banning hidden fees and fake reviews for online businesses. The Digital Markets, Competition and Consumer Act 2024 mandates that all mandatory charges, like booking fees, must be included in the initial price rather than at checkout. It also holds businesses accountable for fake reviews, which have been shown to comprise up to 10% of online endorsements. With these changes, consumers are expected to gain increased confidence in their digital purchases and drive fairer competition among retailers.
From today, consumers can confidently make purchases knowing they are protected against fake reviews and dripped pricing. These changes will give consumers more power and control over their hard-earned cash.
These hidden charges, often added late in the purchase process, will now have to be clearly included in the upfront price.
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