Wire · regulatory
The UK Consumer Law Revolution continues: government to consult on banning misleading ...
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Fusion42 · 23 August 2026 · Fusion42 review
The UK government plans to consult on banning misleading discount claims such as fake "was" prices and inflated reference prices, aiming to add these practices to the list of automatically prohibited commercial practices under the Digital Markets, Competition and Consumers Act 2024. This move would simplify enforcement for the Competition and Markets Authority and raise compliance stakes for businesses.
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
You must review your discount claims now to avoid breaching upcoming UK laws banning fake pricing. This crackdown turns compliance into a market access issue for all retail and e-commerce founders.
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2 sources · first reported 12 Aug 2026 · latest 13 Aug 2026
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