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The UK Consumer Law Revolution Continues: Government To Consult On Banning ...
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Fusion42 · 13 August 2026 · Fusion42 review
The UK government plans to consult on banning misleading discount practices, such as fake 'was' prices and inflated reference prices, under the Digital Markets, Competition and Consumers Act 2024, aiming to simplify enforcement by the Competition and Markets Authority (CMA). This move follows difficulties faced by the CMA in recent litigation and is part of broader efforts to improve consumer fairness and reduce costs.
This Wire brief sits within Fusion42's coverage of E-commerce, and 2 sources have reported it between 12 Aug 2026 and 13 Aug 2026.
◆ ◆ The Wire takeaway
Retail founders in the UK face a tightening legal environment around discount claims that will make compliance harder. You need to review your pricing claims now because the government is moving from court battles to outright bans that remove regulatory doubt.
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2 sources · first reported 12 Aug 2026 · latest 13 Aug 2026
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