Watchdog opens investigations into eight firms over online pricing practices

The Competition and Markets Authority (CMA) has launched investigations into eight companies over concerns about their online pricing practices. This marks the first set of cases using the CMA’s new consumer protection powers, following a broad review of online pricing and sales tactics across multiple industries. The firms under investigation include StubHub, Viagogo, AA Driving School, BSM Driving School, Gold’s Gym, Wayfair, Appliances Direct, and Marks Electrical. The CMA said it had concerns that these companies might be infringing consumer laws through the way they add fees, use misleading time-limited offers, or automatically opt consumers into extra charges. For example, the two secondary ticketing platforms, StubHub and Viagogo, are being looked at for imposing mandatory additional charges that consumers might not see upfront when purchasing tickets. Meanwhile, AA Driving School and BSM Driving School are being investigated over whether mandatory fees were properly included in the total price shown early in the purchase process. Gold’s Gym is under scrutiny for how it presents a one-off joining fee for annual memberships, specifically whether introducing this fee midway through the sign-up process without including it in advertised prices breaks the law. Wayfair is being reviewed for its use of time-limited sales offers, while Marks Electrical is examined for automatically opting consumers into optional charges. Appliances Direct faces similar questions around time-limited offers and default opt-ins. The CMA emphasized that although the investigations are underway, no conclusions have yet been reached regarding any legal breaches. Sarah Cardell, CMA chief executive, highlighted the importance of shoppers being confident that the price they see online is genuinely what they’ll pay, especially with household budgets being tight. She stressed that consumers deserve fair treatment across various sectors, whether buying concert tickets, booking driving lessons, joining a gym, or purchasing home furniture and appliances. The watchdog also announced it is reaching out to 100 businesses across 14 sectors to raise concerns about their use of additional fees and sales tactics. This effort forms part of a wider move to ensure businesses comply with consumer laws and to clamp down quickly on illegal practices when suspected. The CMA’s message is clear: businesses found breaking rules will face swift action while compliant companies receive support in understanding the law. In response, representatives of some firms have issued statements. AA Driving School said it believes the £3 booking fee is clear and complies with CMA rules, and they have already taken steps to notify customers earlier in the purchase journey. Viagogo expressed a commitment to cooperate fully with the CMA investigation, highlighting ongoing constructive engagement. This enforcement push by the CMA comes at a time when online shopping is increasingly dominant, and consumers rely heavily on transparent pricing to make informed decisions. The investigation signals a broader regulatory focus on fairness and honesty in e-commerce, aiming to protect consumers and maintain trust in digital marketplaces.