The DMCC Act Is Fully Live - And Today’s CMA Announcement Proves It

The CMA has announced investigations into eight major firms, including StubHub, Viagogo, AA Driving School, Wayfair, Gold’s Gym, Marks Electrical and Appliances Direct. Issues under examination include:

• Hidden or mandatory fees
• Charges added part-way through the customer journey
• Automatic opt-ins to extras
• “Time-limited” sales that may not have been

No conclusions have been reached - but the message is unmistakable:

The DMCC Act is live, the CMA is using its new powers, and online customer journeys are under real scrutiny.

Pricing today, reviews yesterday - and more to come

Although today’s action focuses on pricing practices, it sits squarely in the same enforcement landscape as the September crackdown on fake and manipulated reviews, where the CMA contacted 54 businesses about compliance with the new rules.

Both developments reflect the same regulatory themes:

• Transparency must run through the entire customer journey
• Responsibility is non-delegable, even when using agencies or review platforms
• Historic behaviour counts, including historic fake reviews or legacy pricing tactics
• The CMA no longer needs to go to court to act under its new DMCC powers

Pricing, promotions, claims and reviews are no longer separate issues. They are treated as connected components of consumer trust - and all are enforceable.

What this means for brands

Today’s news should prompt every leadership team to reassess their readiness.

1) Transparency is now a regulatory requirement

The CMA expects clear, accurate and upfront information across the full journey - not selective compliance.

2) The whole customer journey is in scope

From search results to review portfolios to checkout flows, every signal and omission is a risk.

3) Independent evidence is increasingly essential

Boards, investors and regulators want verification, not assurances. For reviews, this means having:

• demonstrably authentic feedback,
• proper disclosure of incentives, and
• historic manipulation identified and remediated.

The brands that can show this will stand apart.

Why the eight businesses named today matter

All eight firms are cooperating - but being publicly listed in a CMA investigation is never comfortable.

And that is the wider lesson: the enforcement phase has begun.

The question “Does the DMCC really apply to us?” now has a very clear answer.

If pricing is now under investigation, review portfolios will not be far behind.

Where TruthEngine^® fits into this

TruthEngine^® provides the independent verification that DMCC-era regulators, consumers and boards now expect.

We analyse reviews across all major platforms to:

• detect hidden fake or manipulated content
• verify legitimacy at the individual review level
• identify historic manipulation
• produce evidence packs for legal, compliance, PR and governance teams
• power the TruthMark^® badge - a visible third-party signal of verified authenticity
• offer continuous monitoring to help keep brands ahead of enforcement

If you’d like clarity before the CMA comes knocking

If any brands are curious about how their reviews might hold up to scrutiny, just drop us a line.

A quick, independent check can give you the confidence - and evidence - you need before the questions arise.

Written by Daniel Mohacek on November 18, 2025