Deceptive Pricing: A Pattern of Betrayal in the Market The Competition and Markets Authority's (CMA) latest move against Trainline, Virgin Atlantic, and Red Driving School highlights a widespread problem: companies hiding essential fees until the final stages of purchase.
This practice, known as "drip pricing," has been at the center of several high profile cases. In 2022, StubHub was forced to refund nearly £1.
5 million and pay penalties for deceptive pricing practices similar to those now being investigated. The AA also faced a £4. 2 million fine and a repayment order of over £760,000 in the same year.