New UK Consumer Protection Rules 2025: What Brands Need to Know

💥 New consumer protection laws just dropped - here’s what you need to know

As of 6th April 2025, UK legislation around consumer protection laws has officially come into force bringing some of the biggest changes to UK consumer protection laws in years.

If you’re running a business that sells to consumers (especially online), this is a biggie. Think: stricter rules, more scrutiny, and the real stinger - fines of up to 10% of your global turnover if you don’t play by the new rules.

So, what’s changing? And what do you need to know to stay on the Competition and Markets Authority's (CMA) good side?

Let’s break it down 👇

📦 What’s changing under the Digital Markets, Competition and Consumers Act?

This one’s aimed at consumer-facing brands. Think e-commerce, apps, platforms, subscriptions, marketplaces. Here are the highlights:

✅ More power to the CMA (and bigger consequences if you get it wrong)

The CMA just levelled up. They no longer have to go through the courts to fine you, they can do it directly. The big number? Up to 10% of your global turnover for serious breaches of UK consumer law.

That means dodgy fake reviews, hidden fees (known as drip pricing), unclear T&Cs, greenwashing claims, and anything else that might mislead consumers could get you in serious trouble.

🚨 Pricing and subscriptions are under the microscope

For subscriptions, the new rules now say you need to:

• Tell users clearly before they sign up
• Send reminders before renewals or moving to paid trials
• Make cancellation easy and obvious (not buried in 17 steps or 4 pop-ups)

Also, misleading pricing practices are out. That includes:

• Drip pricing (adding mandatory fees at checkout)
• Making stuff look discounted when it’s not (we won't miss this one!)
• Displaying fees that don’t apply to everyone

🧽 Greenwashing won’t wash anymore

New guidance from the CMA and Advertising Standards Authority means sustainability claims need to be legit. “Eco-friendly” can’t just be a vibe, you’ll need the evidence to back it up.

👀 What does this mean for you?

Whether you’re a startup, scale-up, or established business, this is a compliance moment. Especially if you’re in e-commerce, D2C, apps, fintech, travel, or health & wellness.

It’s also a big signal that the UK is getting serious about protecting consumer rights and cracking down on unfair terms and conditions. The days of “copy-paste T&Cs and hope for the best” appear to be done.

🧠 Here’s what we think you should do now

• Review your terms and conditions
• Make sure your pricing and subscriptions are clear and fair
• Audit your customer journey for transparency
• Think twice about your sustainability messaging
• Get on it ASAP

Want a hand?

At Founders Law, we help founders and in-house teams get their legal ducks in a row without making it feel like homework. If you’re wondering whether any of this might raise a red flag for your business - hit us up.

Hello@founders-law.co.uk