Enforced, not aspirational
Your legal right to the full price Checked July 2026
This is the part that has genuinely changed — and in your favour. The Digital Markets, Competition and Consumers (DMCC) Act's consumer regime has been in force since 6 April 2025, and it gives the Competition and Markets Authority the power to fine businesses directly, up to 10% of global turnover, without going through the courts first.
The CMA's price-transparency guidance, CMA209 (final version, February 2026), spells out what that means for prices: the headline price must include all mandatory charges from the very first "invitation to purchase" — the first time a price is put in front of you, not just the checkout page. And the liability explicitly extends to price comparison sites, which is why we hold ourselves to it too.
This isn't theoretical. In April 2026 the CMA announced its first direct-enforcement fine: £4.2m against AA Driving School and BSM, plus over £760,000 in consumer refunds — for omitting a £3 mandatory booking fee from headline prices. If a £3 fee is worth a £4.2m fine, a compulsory cleaning fee quietly appearing at villa checkout is squarely the kind of thing the rules exist for.
6 April 2025DMCC consumer regime in force
Up to 10%of global turnover — the CMA's direct fining power
£4.2mthe CMA's first direct-enforcement fine — over a hidden £3 fee
What to do if a checkout total doesn't match the headline price: first, check whether the difference is a genuinely optional extra (pool heating you selected) or something mandatory (a compulsory cleaning or service fee). If a mandatory charge wasn't in the price you were first shown, take a screenshot of both, raise it with the trader — and if you're not satisfied, report it to the CMA. You're not being awkward; you're using rights Parliament wrote specifically for this situation.
Our own pledge
CompareVillas will always show prices with mandatory fees included — the same standard CMA209 demands. And until our price data reliably meets that bar, we show no prices at all. We'd rather show you a gap than a misleading number.