Release: Chartered Institute of Marketing welcomes CMA’s new pricing guidance as a victory for professional standards

27th November 2025: The Chartered Institute of Marketing (CIM) welcomes the Competition and Markets Authority’s (CMA) final guidance on online pricing practices. For over a century, CIM has set the global standard for professional marketing. These new measures are a vital step toward restoring consumer trust and creating a level playing field for ethical businesses.

The new guidance (CMA209) aligns closely with CIM’s long-standing position that clarity in pricing is not just a legal obligation, but a fundamental driver of brand reputation.

CIM has long argued that hidden fees erode trust, while transparent pricing offers a competitive advantage. Following consultation, CIM is pleased to confirm that the CMA has implemented a number of its recommendations, including the addition of best practice advice, real-world case studies, channel-specific guidance for emerging media and business-friendly resources to best practice.

Chris Daly, Chief Executive Officer of CIM, commented: "The Chartered Institute of Marketing (CIM) welcomes the latest guidance from the Competition and Markets Authority (CMA) on price transparency. We believe the guidance can not only reduce consumer harm, but also aid our work raising professional marketing standards by positioning transparency as a brand differentiator."

"The final guidance reflects the points we raised in our consultation submission relating to proportionality and sector relevance, ensuring the standards are practical and achievable for marketers and businesses alike. We will share this guidance with our global membership and incorporate it into our training and qualifications, enabling the profession to lead the way in best practice."

Whilst compliance requires operational changes, particularly for dynamic pricing models, it presents an opportunity for SMEs to distinguish their brand stories through ‘no hidden fees’ messaging. CIM looks forward to continuing its engagement with the CMA for future regulation and consultations.

-ENDS-

For CIM media enquiries
James Delves
Head of PR and External Affairs, CIM
James.delves@cim.co.uk

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For over 100 years, CIM has been the universal voice of marketing, championing our industry and its positive impact on organisations, economies, and the wider society. Today, we play a more significant role than ever in supporting, developing, and representing our members and the profession around the world. Always on top of the latest developments, we offer inspiring insights and thought leadership to generate transformative discussion and ideas. 

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