CMA's consumer fining powers hit the road - first penalty signals bigger fines ahead

Following the UK Competition and Markets Authority’s first use of its new consumer enforcement fining powers under the Digital Markets, Competition and Consumers Act 2024, important insights are emerging into how the regulator will assess and calculate penalties for consumer law breaches. Mark Hills, David Birch and Sarah Wilks examine the CMA’s enforcement action against AA and BSM Driving Schools for unlawful “drip pricing”, one of the first significant cases brought under the new regime. They explore the CMA’s five-step penalty framework, the key differences between consumer and competition law fines, and the potentially significant implications for businesses, investors and sponsors operating in the UK market.

This article was first published in the Quarterly Competition Magazine of Thought Leaders 4 Competition in September 2026.