From April 6, 2025, the UK’s digital and consumer landscape is undergoing a significant transformation with the implementation of the Digital Markets, Competition, and Consumer Act 2024 (DMCCA). This sweeping legislation is poised to reshape how businesses engage with consumers online—and marketers, advertisers, and e-commerce professionals need to pay close attention.
What Is the DMCCA?
The DMCCA is designed to strengthen consumer protection, clamp down on unfair digital practices, and promote fair competition in the UK market. Its scope impacts both large tech platforms and smaller businesses operating in the digital economy.
Among the most notable changes:
- Ban on “drip pricing” – Mandatory fees must now be disclosed upfront during the purchasing process. This prevents businesses from surprising consumers with hidden costs at checkout.
- Prohibition of fake reviews – Companies can no longer manipulate consumer trust by using fabricated reviews or misleading endorsements. This ensures that genuine customer experiences guide purchase decisions.
- Substantial penalties for non-compliance – Businesses that breach these rules may face fines of up to 10% of their global annual turnover. The stakes are high, particularly for international brands and platforms.
Why This Matters to Marketers
As a specialist digital and marketing recruiter, Proximity Recruitment recognises the far-reaching implications this legislation has for both talent and strategy in the digital marketing space.
1. Greater Demand for Ethical Marketing Professionals
With fake reviews and hidden pricing banned, businesses will need honest, transparent, and consumer-centric marketing strategies. Professionals with experience in ethical advertising, compliance, and consumer trust-building will be in high demand.
2. Strategic Overhauls in E-Commerce
E-commerce platforms and digital marketers will need to review pricing models, revise product pages, and ensure all customer touchpoints are compliant. This may require collaboration between UX designers, copywriters, and legal teams.
3. Enhanced Focus on Customer Experience
The DMCCA aligns with a broader trend towards customer empowerment. Digital marketers will need to double down on authentic engagement, transparent messaging, and review management strategies to remain competitive.
How Proximity Recruitment Can Help
We connect businesses with the top-tier digital and marketing talent required to navigate these legislative changes. Whether you’re an e-commerce brand revising your digital strategy or a marketing agency adapting to new compliance standards, we can help you find the right people to lead with integrity and creativity.
Final Thoughts
The DMCCA isn’t just a legal shift—it’s a cultural one. Consumers are demanding more honesty, and businesses that meet this call will earn their trust and loyalty. At Proximity Recruitment, we believe this legislation will ultimately lead to a healthier, more ethical marketing ecosystem—and we’re excited to help shape that future through the talent we provide.
Need support adapting your team to meet the demands of the DMCCA? Whether you’re hiring a single expert or building an entire team, Proximity Recruitment is here to help.
