DMCC Act Explained: What Every UK Business Needs to Know
The UK's Digital Markets, Competition and Consumers (DMCC) Act is no longer something businesses can afford to ignore. The Competition and Markets Authority (CMA) has begun actively enforcing its new powers, placing greater scrutiny on how businesses sell online, market their services and interact with customers.
For technology companies, SaaS providers, e-commerce businesses and any organisation with a digital sales journey, the message is clear: compliance is now a commercial issue as much as a legal one.
What has changed?
Previously, many consumer protection issues required lengthy legal processes before action could be taken. Under the DMCC Act, the CMA can intervene far more quickly, investigate businesses directly and issue substantial financial penalties where appropriate.
That means practices once considered routine marketing techniques may now attract regulatory attention.
Areas under particular focus include:
Hidden or "drip" pricing
Online reviews and testimonials
Influencer marketing
Subscription sign-up and renewal journeys
Cancellation processes
Website design that influences customer decisions
Why technology businesses should pay attention
Modern businesses rely on digital conversion. Whether you're selling software subscriptions, online services or physical products, your website is effectively your sales team.
The CMA is increasingly interested in whether customer journeys are clear, transparent and fair.
Businesses should review:
How prices are displayed throughout the buying process.
Whether reviews are genuine and properly moderated.
How AI-generated content is identified.
Whether customers can easily cancel subscriptions.
Any design features that could be viewed as misleading or manipulative.
These are no longer simply UX or marketing decisions—they are compliance considerations.
AI and digital marketing
As AI becomes more common in marketing, businesses also need to ensure automated content remains accurate and transparent.
AI-generated reviews, testimonials or endorsements that could mislead consumers present an obvious regulatory risk. Likewise, businesses using AI to personalise pricing or customer journeys should ensure those processes remain fair and explainable.
Technology can improve customer experience—but it should never reduce transparency.
Subscription businesses face further changes
The DMCC Act is only the beginning.
Additional rules covering subscription contracts are expected to take effect during 2027, introducing stronger requirements around:
Automatic renewals
Renewal reminders
Cooling-off periods
Simple cancellation processes
Businesses operating recurring revenue models should begin reviewing their subscription journeys now rather than waiting for the new rules to arrive.
Practical steps to take
Now is a good time to carry out a digital compliance review.
Consider reviewing:
Your pricing structure and checkout process.
Customer reviews and testimonial procedures.
AI-generated marketing content.
Subscription and cancellation journeys.
Website wording and promotional claims.
Small changes today could significantly reduce regulatory risk tomorrow.
How Zyla Accountants can help
Regulatory change increasingly affects financial planning, governance and business operations—not just legal compliance.
At Zyla Accountants, we work with ambitious businesses across the UK and UAE, helping owners build robust financial processes while preparing for an increasingly regulated digital economy.
If your business is growing online, now is the time to ensure your commercial practices are as strong as your financial foundations.
Speak to the Zyla team today to discuss how we can help your business grow with confidence.