Summary
- The DMCC Act gives the CMA direct power to enforce consumer law and fine businesses.
- Fines reach 10% of global annual turnover, and serious breaches can lead to criminal charges.
- The Act bans fake reviews, tightens subscription rules and targets unfair commercial practices.
- This guide explains the DMCC Act and its implications for businesses in the UK.
- LegalVision’s business lawyers specialise in advising clients on consumer law and DMCC Act compliance.
Tips for Businesses
Review your subscription contracts so cancellation and renewal terms are clear. Remove any fake or undisclosed incentivised reviews. Check your sales and marketing for misleading or aggressive practices. If you hold significant market power, prepare for closer CMA scrutiny. Reassess your consumer practices regularly to avoid penalties.
The Digital Markets, Competition and Consumers Act 2024 (DMCC Act) is a UK law that overhauls digital markets, competition and consumer protection. Its consumer rules came into force on 6 April 2025. The Act gives the Competition and Markets Authority direct power to fine businesses up to 10% of global annual turnover. It bans fake reviews, tightens subscription contract rules and targets unfair commercial practices. Tech firms with Strategic Market Status face extra scrutiny. Most rules apply to businesses of all sizes, not just large platforms. This article outlines the new Act, its implications and the anticipated timeline for its rollout.
Key Changes You Should Know About
Some key changes the Act introduces are:
- Increased Powers for the CMA: The DMCC Act grants the Competition and Markets Authority (CMA) more authority to investigate and penalise businesses that breach consumer law. This includes new enforcement tools and stricter penalties for non-compliance.
- Establishment of the Digital Markets Unit (DMU): The Act formalises the creation of the Digital Markets Unit within the CMA. This unit will oversee digital markets and enforce a new pro-competition regime, particularly targeting tech giants with substantial market power, known as firms with “Strategic Market Status” (SMS).
- Crackdown on Fake Reviews: The Act introduces stronger measures against fake reviews. Online platforms will be prohibited from commissioning these reviews and will be required to ensure that any reviews published are authentic.
- Subscription Contracts Simplified: The DMCC Act makes it easier for consumers to cancel subscription contracts. Companies must notify customers before renewals and ensure that cancellation options are clear and straightforward.
Strategic Market Status (SMS)
Effective: 1 January 2025
The DMCC Act introduces the concept of Strategic Market Status for tech companies with dominant positions in digital markets. These companies will face tailored codes of conduct and increased scrutiny to prevent market abuse and encourage competition. The goal is to ensure these powerful players treat consumers and businesses fairly.
This factsheet summarises the key changes under the Digital Markets, Competition and Consumers Act 2024, including new consumer protection laws, CMA powers, rules on fake reviews, and simplified subscription contracts.
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Enhanced Consumer Protection and Penalties
Effective: 6 April 2025
A major change under the DMCC Act is the CMA’s direct enforcement of consumer laws. Previously, the CMA could not impose penalties directly; courts were required to enforce any sanctions. Other government authorities have also been given enforcement powers under the Act.
Currently, the Consumer Rights Act’s ‘unfair contract terms’ regime does not impose any financial penalties on businesses for including unfair terms in consumer contracts. The DMCC Act will protect consumers by making it a criminal offence to engage in ‘unfair commercial practices,’ including:
- misleading actions or omissions;
- aggressive sales tactics; and
- failing to meet professional diligence standards.
Financial Penalties for Businesses
Effective: 6 April 2025
The DMCC Act empowers the CMA to impose penalties directly on businesses that breach consumer protection laws, including the DMCC Act. The fines can be significant, including the higher of:
- 10% of global annual turnover or £300,000 for consumer protection violations;
- 5% of turnover or £150,000 for administrative breaches, such as breaching CMA undertakings or directions; or
- 1% of turnover or £30,000 for investigatory breaches, such as providing false or misleading information.
Subscription Contracts
Expected to become effective: Spring 2026
While businesses must already provide clear terms for subscription contracts, the DMCC Act will introduce stricter regulations. Companies must make subscription terms, renewal conditions and cancellation options clearer to consumers.
Implementation Timeline
The DMCC Act is being rolled out in phases. The current timeline for this is as follows:
- Effective as at 1 January 2025: Part 1 (digital markets, with a focus on big tech, such as ‘strategic market status’ determination), Part 2 (competition law reforms), and Part 5 (miscellaneous measures).
- Effective as at 6 April 2025: Part 3 (enforcement of consumer protection law), and Chapter 1 of Part 4 (Protection from unfair trading provisions).
- Expected in 2026: Reforms to subscription contracts and alternative dispute resolution will be introduced.
Key Takeaways
The Digital Markets, Competition and Consumers Act 2024 represents a significant shift in how the UK regulates digital markets and protects consumers. It aims to tackle the challenges posed by large tech companies and ensure that businesses act fairly in the digital economy while also promoting competition and innovation. As the new rules come into effect, businesses should review their practices to ensure compliance with the updated regulations.
If you need help complying with the DMCC Act, our experienced contract lawyers can assist as part of our LegalVision membership. For a low monthly fee, you will have unlimited access to lawyers who can answer your questions and draft and review your documents. Call us today at 0808 196 8584 or visit our membership page.
Frequently Asked Questions
When did the DMCC Act fake review rules come into force?
The consumer protection rules, including the fake review ban, came into force on 6 April 2025. Digital market and competition reforms applied from 1 January 2025. Subscription contract reforms are expected in 2026.
What are the new subscription contract rules under the DMCC Act?
Businesses must make subscription terms, renewal dates and cancellation options clear. Consumers get a 14-day window to cancel after a subscription automatically renews. These reforms are expected to take effect in 2026.
Does the DMCC Act apply to small businesses?
Yes. The fake review ban and unfair commercial practice rules apply to all businesses, not just large tech firms. Only the Strategic Market Status regime targets dominant digital platforms. Review your practices to stay compliant.
What are the penalties for non-compliance with the DMCC Act?
Penalties for breaches of the DMCC Act can be significant. Fines may reach up to 10% of global turnover or £300,000 for consumer protection violations. There are also penalties for administrative and investigatory breaches. Serious violations could lead to criminal charges, including fines or up to two years in prison for directors.
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