United Kingdom: Consumer Trading & Unfair Trading

The European Union's Empowering Consumers for the Green Transition Directive took effect on 27 September 2026, leaving many brands with old stock carrying environmental claims that may no longer comply with the new rules. The EU's Consumer Protection Cooperation Network has issued guidance clarifying how national authorities will approach products, packaging, and marketing materials that remain in circulation, confirming that businesses must comply from the application date with only limited exceptions

The Competition and Markets Authority has intensified its enforcement against drip pricing and misleading price presentation, securing nearly £2 million in consumer refunds and imposing almost £6.2 million in fines since new powers took effect. With three new investigations launched—including one into Trainline—businesses face heightened scrutiny over how they present mandatory fees and charges to consumers.

The Advertising Standards Authority has revised its complaint handling procedures, introducing clearer expectations around evidence submission, transparency requirements, and review processes. These procedural updates may require advertisers to respond more quickly when complaints arise, with tighter deadlines for evidence submission and ruling suspension requests.