The UK's competition regulator has launched a major offensive against misleading online pricing, opening formal investigations into eight prominent companies and issuing warnings to over 100 others.
Companies Under the Microscope
The Competition and Markets Authority (CMA) announced it is formally examining business practices at StubHub, viagogo, AA Driving School, BSM Driving School, Gold's Gym, Wayfair, Appliances Direct, and Marks Electrical. This action, revealed on Tuesday 18th November 2025, forms the core of a crackdown designed to protect consumers from deceptive prices and illegal pressure selling tactics.
Furthermore, the CMA has sent letters to an additional 100 unidentified companies, outlining concerns about their use of additional fees and aggressive sales methods. This wide-reaching move is powered by the new Digital Markets, Competition and Consumers Act, which grants the regulator enhanced powers to safeguard shoppers.
Specific Allegations and Investigations
The investigations focus on several key areas of consumer concern. For ticket resale platforms StubHub and viagogo—part of the same company since a 2021 merger—the probe centres on whether their mandatory additional charges are displayed clearly and upfront during the ticket purchasing process.
Driving schools AA and BSM are under review for how they present mandatory fees on their websites, specifically whether these costs are included in the total price shown to consumers at the very beginning of the checkout process.
The inquiry into Gold's Gym examines the presentation of a one-off joining fee for its annual membership, assessing whether the way this cost is communicated potentially breaches consumer law.
For homeware retailers Wayfair, Appliances Direct, and Marks Electrical, the CMA is scrutinising their time-limited sales. The regulator is determining whether these promotions genuinely ended when advertised or if customers were being automatically opted into purchasing additional services without clear consent.
A New Era of Consumer Protection
Commenting on the landmark action, CMA Chief Executive Sarah Cardell stated: "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 emphasised that this initiative marks a significant milestone in the CMA's work to ensure businesses treat customers fairly, whether they are buying concert tickets, driving lessons, gym memberships, or home appliances. Cardell added a clear warning to businesses, stating the regulator would "stamp out illegal conduct" to protect both consumers and fair-dealing companies.
This crackdown represents the CMA's first major enforcement action using its new powers under the digital market rules, signalling a tougher stance on unfair commercial practices in the UK's online economy.
