What this guidebook covers
Since April 2025, the Digital Markets, Competition and Consumers Act lets the CMA decide consumer law breaches itself and fine directly, up to 10% of global turnover, without going to court. Its first fine, in April 2026, was £4.2 million over a £3 hidden fee.
This guidebook covers 6 consumer standards with 18 checkpoints: all-in pricing with no drip fees, honest reviews, accurate vehicle descriptions, the right to reject and repair, 14-day cancellation for distance sales and no pressure selling.
The 6 consumer protection standards
| Code | Standard | Ideal fix time |
|---|---|---|
| CON-01 | All-in pricing, no drip fees | 72 hours |
| CON-02 | Honest reviews | Immediate |
| CON-03 | Accurate vehicle descriptions | 72 hours |
| CON-04 | Right to reject and repair honoured | 72 hours |
| CON-05 | Distance sales: 14-day cancellation | 7 days |
| CON-06 | No pressure selling | 72 hours |
How to run a UK consumer protection audit, step by step
- Confirm what applies. Sales to consumers and sole traders are covered; business-to-business sales such as fleet are outside most of these protections.
- Walk the site, standard by standard. Score each of the 18 checkpoints Pass, Fail or N/A. N/A only where the standard rules it out, with the reason recorded. Compare advertised prices with what customers pay at the desk, and check how reviews are collected and shown.
- Capture the evidence. A pass counts only with proof captured at the time of the audit: adverts and price lists, invoices, the review process, vehicle descriptions and cancellation records.
- Give every fail an owner and a fix time. Record what you saw and who owns the fix. Each standard carries an ideal fix time, from immediate to 7 days, counted from audit submission (see the table above).
- Fix it, then prove it. The site fixes the cause and uploads proof of closure; the auditor checks the proof before closing the finding.
- Re-check at the next audit. Confirm closed findings stay closed, and look for the same fail at your other sites so one gap doesn't repeat across the network.
Who this guidebook is for
- Dealer principals
- Sales and marketing managers
- Auditors
A reference document, not legal advice. Fines and rules change: check the current text with the regulator or your legal adviser before acting.
