Dynamic pricing project
Source: gov.uk (2025-06-20)

The Competition and Markets Authority (CMA) has opened a project to consider how dynamic pricing is being used across different sectors of the economy.

Project timetable

Project update and tips for businesses published

20 June 2025: The CMA has published an update on its dynamic pricing project.

This update sets out:
- findings from its work, including how dynamic pricing can affect competition and consumer outcomes
considerations for businesses using dynamic pricing to help them comply with the law, and to build trust and confidence in their pricing practices
- Dynamic pricing: project update (https://www.gov.uk/government/publications/dynamic-pricing-project-update) (20.6.25)
- Dynamic pricing: tips for businesses (https://www.gov.uk/government/publications/dynamic-pricing-tips-for-businesses) (20.6.25)
Project opening

13 November 2024: The CMA has opened a project to consider how dynamic pricing is being used across different sectors of the economy. The CMA’s intention to launch the project was announced earlier this year in a letter to the Business Secretary and the Culture Secretary (https://www.gov.uk/government/publications/letter-to-government-from-cma-chair-and-ceo).

The project will gather views from businesses in various industries – including travel and leisure – that are using pricing practices that may be considered dynamic pricing. It will also engage with a number of stakeholders such as consumer groups and other regulators to obtain their views. The project will consider:

different scenarios where dynamic pricing strategies are being used

commercial and consumer benefits of dynamic pricing strategies

whether dynamic pricing strategies create challenges for consumers and competition

The project will publish an update setting out its findings. As set out in the letter to the Business Secretary and the Culture Secretary (https://www.gov.uk/government/publications/letter-to-government-from-cma-chair-and-ceo), this work will help to inform government’s consideration of the issues raised by dynamic pricing, for example, as part of its upcoming call for evidence on price transparency in the live events sector.

The project is not a formal investigation under the CMA’s competition or consumer enforcement powers nor is it a formal market study or market investigation. It is being carried out under the CMA’s general review function, pursuant to section 5 (https://www.legislation.gov.uk/ukpga/2002/40/section/5) of the Enterprise Act 2002.

This project is separate to the CMA’s investigation into the sale of Oasis concert tickets by Ticketmaster. All updates for this investigation can be found on the Ticketmaster consumer protection case page (https://www.gov.uk/cma-cases/ticketmaster-consumer-protection-case).

Personal information

The CMA may collect, use and share personal data for this project under the Enterprise Act 2002. This includes processing personal data for the purposes of the General Data Protection Regulation and the Data Protection Act 2018.

For more information about how the CMA handles personal information, visit the CMA’s personal information charter (https://www.gov.uk/government/organisations/competition-and-markets-authority/about/personal-information-charter).

Contact

xxx@xxx.xx (mailto:xxx@xxx.xx)

Directors
- Simon Jones
- Hannah Riches
Assistant Director
- Parul Shah
Senior Responsible Officers
- Hayley Fletcher
- Daniel Turnbull