Pressure Selling and Fake Countdown Clocks

Pressure tactics are restricted too. Falsely saying an offer is only available for a limited time to force a quick decision (for example a countdown clock that restarts) is banned outright. Other pressure messages, such as 'Be quick! We've sold 10 in the last 5 mins' when stock is plentiful, can still be misleading because of how they are presented (CMA guidance on unfair commercial practices, published December 2025). source

The CMA's 2019 guidance for booking sites also says they should not make false or misleading claims about popularity or availability (for example 'only 1 room left' when more are available elsewhere), that 'was/now' discounts should be real and like for like, and that they should say clearly if commission affects how results are ranked. source

Since 6 April 2025 the Digital Markets, Competition and Consumers Act 2024 has banned 'drip pricing'. A seller must show the total price, including all compulsory fees, taxes and charges, or explain how it will be calculated if it cannot be worked out in advance. Truly optional extras can be shown separately. The CMA can fine a business up to the higher of 300,000 pounds or 10% of its global turnover. source

You can report a seller to Trading Standards if they give wrong or misleading information, use unfair terms or use unfair sales tactics, such as false claims that tickets are almost sold out. source