The UK's competition watchdog has launched a sweeping crackdown on eight prominent retailers and websites, targeting misleading online pricing practices that could be costing consumers millions.
Which Companies Are Under Investigation?
The Competition and Markets Authority (CMA) announced on 18 November 2025 that it has opened formal investigations into StubHub, Viagogo, AA Driving School, BSM Driving School, Gold's Gym, Wayfair, Appliances Direct, and Marks Electrical.
This major regulatory action focuses on two problematic practices becoming increasingly common in online shopping: drip pricing, where mandatory fees are added later in the purchase process, and pressure selling, which uses time-limited offers and default opt-ins to rush consumer decisions.
What Specific Practices Are Being Probed?
The investigations target different concerns across the eight businesses. For the driving schools, AA Driving School and BSM Driving School, the CMA is examining whether they properly displayed all mandatory fees within the total price shown at the beginning of the purchase journey.
Gold's Gym faces scrutiny over how it presented a one-off joining fee for annual memberships, specifically whether this disclosure complied with consumer law.
The watchdog is investigating Wayfair in relation to its use of time-limited sales, while Marks Electrical is being probed about default opt-ins that might automatically add unwanted products or services to customer baskets.
Ticket marketplaces StubHub and Viagogo, along with Appliances Direct, are also under examination for their online pricing approaches, though specific details about their cases remain under investigation.
Why This Crackdown Matters for UK Consumers
CMA Chief Executive Sarah Cardell emphasised the importance of this action during a time of significant financial pressure on households. "At a time when household budgets are under constant pressure and we're all hunting for the best deal possible, it's crucial that people are able to shop online with confidence, knowing that the price they see is the price they'll pay, and any sales are genuine," she stated.
Cardell added: "Whether you're spending your hard-earned cash on concert tickets or driving lessons, joining a gym or buying furniture and appliances for your home, you deserve a fair deal."
The CMA has made clear that this represents just the beginning of its enforcement work under new consumer protection regulations. "Any businesses who break consumer law should be in no doubt we will stamp out illegal conduct and protect the interests of consumers and fair-dealing businesses," Cardell warned.
This coordinated action across multiple sectors sends a strong message to retailers that misleading pricing tactics will face serious consequences, potentially including significant fines for companies found to have violated consumer protection laws.
