What Happened:
The UK government has officially banned so-called “drip pricing”—the practice of adding hidden fees to online purchases at the checkout stage. It’s also taking aim at fake online reviews. The measures, part of the new Digital Markets, Competition and Consumers Act, are expected to save shoppers up to £2 billion a year and clean up what regulators are calling “manipulative tactics” across the digital landscape (The Guardian).
Airlines, entertainment sites, and major e-commerce players have been in the spotlight for years, but now the rulebook is being rewritten—for everyone.
The implications for UK SMEs? Significant. You may not be stuffing extra charges into a basket or gaming Trustpilot, but you’re now expected to compete in a much more transparent—and more level—playing field.
Our Bet: It’s a Win for Trust—and a Window for Smaller Brands
Let’s be honest—this crackdown hits harder for the big players who’ve been skating the line for too long. For small and scaling businesses, this isn’t just regulation—it’s a real opportunity.
Here’s our call: SMEs that lean into transparency now will build more trust, more loyalty, and more long-term value than their heavyweight rivals ever did by hiding fees or faking stars.
This is the equivalent of VAR coming in and forcing the match to be fair. The flashy, big-budget sides will need to play by the same rules as everyone else. And that gives smaller brands with integrity and real customer relationships a rare advantage.
What You Should Be Doing Right Now:
1. Audit your pricing journey.
Make sure everything—everything—a customer pays is visible upfront. If it feels like a grey area, fix it before someone else flags it.
2. Get proactive about review management.
Forget bots, incentives, or buying reviews. Encourage your real customers to share honest feedback, and respond to it. That’s how trust compounds.
3. Turn compliance into a brand advantage.
Don’t just follow the rules—market around them. “No hidden fees, ever” hits different in a post-ban world.
4. Be ready for customers who expect better.
This isn’t just legal reform—it’s a mindset shift. Buyers will grow more sceptical and more discerning. Make clarity your competitive edge.
The whistle’s been blown on shady practices—and it’s a good thing. This is your chance to position your brand as not just compliant, but credible. And in a digital world where trust is currency, that might just be the best investment you’ll make all year.
