An Oasis or a mirage? How dynamic pricing is assessed under UK competition and consumer protection law

This article explains the consumer protection and competition law rules that apply to dynamic pricing in the United Kingdom. It describes the framework for assessing dynamic pricing under current and incoming UK legislation (including the Digital Markets, Competition, and Consumers Act 2024). It explains what dynamic pricing is, and how this has to date been regarded by the Competition and Markets Authority and other agencies. It then provides a summary of potentially applicable competition and consumer rules. Finally, it sets out a list of recommendations for businesses considering dynamic pricing strategies.