UK Cracks Down on £2.2 Billion in Hidden Fees and Fake Reviews

The UK has officially outlawed “sneaky” hidden fees and fake online reviews under new consumer protection laws that came into force today, marking a pivotal moment for e-commerce, digital marketers, and affiliates alike.

The changes, introduced through the Digital Markets, Competition and Consumer Act 2024, mean that businesses must now disclose all mandatory charges upfront, and any use of fake or paid-for reviews is strictly prohibited.

This is a shake-up of how transparency and trust are enforced across digital channels and could have significant impact on digital marketers, affiliates and affiliate program managers.

Hidden Costs? Now Illegal

Consumers were previously being hit with hidden fees totalling an estimated £2.2 billion each year, according to government research. These “drip pricing” tactics—commonly used by travel sites, ticket sellers, and food delivery apps—often added 25% or more to the cost of the item after the shopper had begun the purchase journey.

Under the new law, all unavoidable fees must now be presented clearly in the initial headline price—whether it’s a broadband installation fee, booking charge, or administration cost.
Optional extras like seat selection or priority boarding on flights are exempt—but if it’s required to complete the purchase, it must be disclosed from the outset.

Fake Reviews Face Legal Action

The new regulations also come down hard on fake or manipulated reviews, a tactic that’s plagued marketplaces and influenced billions in consumer spending.

According to the Department for Business and Trade, one in ten reviews on third-party platforms were likely to be fake—often overly positive and incentivised by freebies or direct payment. These were found to contribute significantly to the £217 billion spent online in the UK in 2023.

From now on, businesses are legally responsible for the reviews displayed on their websites or listings.

That means:

• You must take action to prevent, detect and remove fake or misleading reviews
• You can no longer solicit fake positive reviews in exchange for compensation

The Competition and Markets Authority (CMA) now has enforcement powers and can issue penalties for non-compliance

What Affiliates and Digital Marketers Need to Know

If you’re in the affiliate marketing space, this legislation affects how you promote offers, track product performance, and build trust with your audience.

Here’s how to stay on the right side of the law:

• Be Transparent About Pricing
  If you’re promoting products or services with headline offers, make sure all unavoidable fees are clearly stated. Don’t rely on the merchant to do it—your content and ads must also reflect the true cost.
• Don’t Touch Fake Reviews
  Avoid promoting products using artificially inflated reviews. If you’re working with brands that encourage review manipulation or “review swaps,” reconsider the partnership. You could be held responsible for misleading endorsements on your platform.
• Audit Your Landing Pages and Content
  Check your affiliate links, advertorials, and promotional materials. Update anything that might fall foul of the new laws—especially old blog content or comparison pages that rely on inflated star ratings or hide fees in fine print.

A Level Playing Field

“This is a huge win for honest brands and marketers,” said Justin Madders, Minister for Employment Rights, Competition and Markets. “From today, consumers can confidently make purchases knowing they are protected against fake reviews and dripped pricing.”

The government hopes the new rules will deter bad actors who undercut compliant businesses, allowing trustworthy digital marketers to thrive in a cleaner, fairer online space.

Doubling Down on Ethical Marketing

At Affiverse, we welcome this move toward greater transparency in digital commerce. Whether you’re an affiliate, influencer, or agency managing campaigns—it’s time to double down on ethical marketing.
Stay tuned for our upcoming guides on affiliate compliance under the new law, including templates for disclaimers, checklists for pricing transparency, and how to avoid penalties.

Need help auditing your affiliate marketing practices? Reach out to our expert team—we’re here to keep you on track.