You offer a bottle of wine for £15. The customer adds it to their cart. But when they hit checkout? Delivery, handling, and "admin" charges push it to £21.99.
We've all seen it. And we've all backed out of a sale because of it. Drip pricing might have worked in the past, but it's no longer acceptable under the updated UK consumer law that came into force in April 2025.
The change: New rules on price transparency (now in effect)
The UK government has tightened regulations around "drip pricing" where extra costs only appear late in the buying journey, often after a customer has invested time and shared personal information.
Under the new rules, all mandatory fees must be clearly shown earlier in the customer journey. That includes delivery charges, taxes, and any other non-optional costs.
What this means for your site
If your checkout process still adds costs at the final step, it could be putting off customers and falling short of legal standards.
This isn't about scare tactics, it's about making sure your business is easy to buy from, trusted by your audience, and up to date with current standards.
How to make your pricing clear and compliant
Show total pricing early.
Reflect the final price as early as possible in the journey. Consider showing delivery charges on product or basket pages.
Use clear, simple language.
Spell out what's included and what isn't. Avoid vague phrases like "extra charges may apply."
Review third-party tools.
If you use plugins or feeds, make sure they pull accurate pricing and don't hide fees until the end.
Tweak or rebuild checkout flows.
If your platform makes transparency tricky, it might be time to rethink the structure. We can help with that.
Read more on writing clear, customer-focused content →
Why it helps
- Fewer abandoned baskets: no surprise charges mean more completed checkouts.
- Stronger customer relationships: transparency builds long-term trust.
- Legal peace of mind: you're aligned with the latest consumer laws.
Want to make sure your keywords are also up to date? Here's how →
Seen as sneaky? We can help change that.
If your site has grown over time and picked up a few quirks in how it handles pricing, you're not alone. Now's a great time to tidy things up. We help drinks retailers:
Clarify pricing
From product pages to checkout, We make sure everything's runs smoothly and is easy to understand.
Streamline the journey
We simplify checkout by minimizing clicks, creating a smooth and buyer-friendly experience.
Stay compliant
We stay on top of regulations so you don't have to.
Final thought
Price transparency isn't just about ticking a legal box, it's about delivering the kind of experience you'd want as a customer: honest, straightforward, and friction-free.
About the Author: With 16 years in hospitality behind him, George now works in web development, helping people make sense of tech and bring their ideas to life online.
Need help making your pricing clearer and keeping your site up to date?