E-Commerce
Order button labeling, withdrawal rights, pricing rules, and consumer protection.
Running an online shop in the UK means meeting the Consumer Rights Act 2015, the Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013, and — from April 2025 — the new Digital Markets, Competition and Consumers Act 2024 (DMCC) pricing and drip-pricing rules. Your checkout process, pricing display, returns policy and order-button text all have legal requirements. The CMA, Trading Standards and the ASA enforce them, and the DMCC gave the CMA direct fining power (up to 10% of global turnover) without going to court.
Key facts
- •UK CCR 2013 reg. 14 requires the order button to make payment obligation unmistakable — "Place order" alone is fine, "Confirm" alone is risky
- •The DMCC Act 2024 banned drip pricing from 6 April 2025 — mandatory charges (booking fees, mandatory delivery) must be in the headline price
- •Customers have a 14-day cancellation right for most online purchases (CCR 2013 reg. 29) and must be informed clearly before checkout
- •Prices to consumers must include VAT (Price Marking Order 2004) — showing ex-VAT first is unlawful for B2C
- •Since DMCC came into force, the CMA can fine non-compliant traders up to 10% of global turnover without going to court
What we check
- ✓Order button labelling requirements
- ✓Withdrawal/return policy presence and completeness
- ✓Price display including VAT
- ✓Pre-contractual information before checkout
- ✓Payment method information and security
E-commerce checkout: good vs. bad examples
Vague order button text
A checkout button that says "Continue" or "Complete order" without clearly indicating a payment obligation. CCR 2013 reg. 14 requires the button to make payment obligation unmistakable — "Place order" or "Pay now" is safe; "Continue" alone is not.
Clear payment obligation button
A checkout button that reads "Buy now", "Place order" or "Pay now". This makes the payment obligation unmistakable and satisfies CCR 2013 reg. 14.
Drip pricing / hidden mandatory fees
Showing a product at £29 and only revealing a £5 booking fee at the final checkout step. Banned under the DMCC Act 2024 since 6 April 2025 — all mandatory charges must be in the headline price.
Honest, all-in pricing
The headline price already includes VAT, booking fees and any other mandatory charge. Only genuinely optional add-ons are shown later. This complies with the DMCC Act 2024 drip-pricing rules in force from 6 April 2025.
Hidden cancellation rights
Burying the 14-day cancellation right in the terms and conditions instead of showing it clearly before checkout. CCR 2013 requires customers to be informed about the right to cancel before placing the order.
Cancellation info before checkout
A visible section before the payment step explaining: "You have 14 days to cancel without giving a reason." This satisfies the pre-contractual information requirements in CCR 2013.
Prices shown without VAT
Displaying product prices excluding VAT and only adding it at checkout. The Price Marking Order 2004 requires B2C prices to include VAT. Showing ex-VAT first misleads consumers.
VAT-inclusive pricing throughout
All product pages and listings show prices including VAT with a note: "All prices include VAT." Delivery costs are shown separately but clearly before checkout begins.
Vague order button text
A checkout button that says "Continue" or "Complete order" without clearly indicating a payment obligation. CCR 2013 reg. 14 requires the button to make payment obligation unmistakable — "Place order" or "Pay now" is safe; "Continue" alone is not.
Drip pricing / hidden mandatory fees
Showing a product at £29 and only revealing a £5 booking fee at the final checkout step. Banned under the DMCC Act 2024 since 6 April 2025 — all mandatory charges must be in the headline price.
Hidden cancellation rights
Burying the 14-day cancellation right in the terms and conditions instead of showing it clearly before checkout. CCR 2013 requires customers to be informed about the right to cancel before placing the order.
Prices shown without VAT
Displaying product prices excluding VAT and only adding it at checkout. The Price Marking Order 2004 requires B2C prices to include VAT. Showing ex-VAT first misleads consumers.
Clear payment obligation button
A checkout button that reads "Buy now", "Place order" or "Pay now". This makes the payment obligation unmistakable and satisfies CCR 2013 reg. 14.
Honest, all-in pricing
The headline price already includes VAT, booking fees and any other mandatory charge. Only genuinely optional add-ons are shown later. This complies with the DMCC Act 2024 drip-pricing rules in force from 6 April 2025.
Cancellation info before checkout
A visible section before the payment step explaining: "You have 14 days to cancel without giving a reason." This satisfies the pre-contractual information requirements in CCR 2013.
VAT-inclusive pricing throughout
All product pages and listings show prices including VAT with a note: "All prices include VAT." Delivery costs are shown separately but clearly before checkout begins.
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