BUSINESS NEWS The CMA has recruited Alexander
Armstrong to front a ‘Three Step Pricing Check’ campaign aimed at retailers
CMA enlists TV presenter to promote ‘clear pricing’
Alexander Armstrong fronts campaign aimed at retailers. Ian Taylor reports
The Competition and Markets Authority (CMA) has launched an online campaign fronted by TV presenter Alexander Armstrong promoting its ‘clear pricing’ rules now in force, despite consumer research suggesting most holidaymakers expect to pay local taxes in resort without their inclusion in a total price. The CMA campaign highlights
a ‘Three Step Pricing Check’ for businesses to stay “within the law” so customers don’t face added costs
48 5 MARCH 2026
“at the checkout”. However, CMA guidance to the travel sector extends beyond pricing “at the checkout”, requiring retailers to include taxes or charges paid in resort – often weeks or months later – in the total price. The campaign tells businesses to
“show the total price up front, include all mandatory charges [and] if you can’t give a total yet, [asks] is it clear how customers can work it out?” The CMA notes: “It’s illegal to
hide additional mandatory fees, such as a booking or delivery fee, taxes
or other charges until late in the purchase process.” Armstrong says: “Nobody likes
hidden fees – we want the price we see to be the price we pay. If you’re a business owner, make sure you pass the CMA’s Three Step Pricing Check. The first price customers see should be the price they pay.” The CMA suggests the campaign shows “how easy it is for businesses
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BUSINESS NEWS
PICTURES: Crown Copyright/Open Government Licence; Shutterstock/Song about summer mmer
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