
In November 2024 the Competition and Markets Authority (CMA) announced a project to consider how and when dynamic pricing is being used across different sectors of the UK economy and how that may affect consumers and the wider economy/competition in the UK market [Dynamic pricing project – GOV.UK].
This project is not an enforcement investigation and the CMA has stated it is not being undertaken with the objective of identifying breaches of competition or consumer protection law rather, the aims of the project are to:
- support the CMA, government and other stakeholders’ understanding of dynamic pricing and how it can affect consumer outcomes;
- help businesses by highlighting how transparency around dynamic pricing can help to support consumer trust, confidence and engagement; and
- inform wider consideration by policymakers of the issues associated with dynamic pricing.
On 20 June 2025 the CMA published an update on this project, summarising the key conclusions which it has reached to date [Update: dynamic pricing – GOV.UK] alongside some “top tips” for businesses which make use of dynamic pricing [Tips for businesses using dynamic pricing – GOV.UK].