Comparing prams and pushchairs across shops often means comparing an advertised price plus a delivery fee that appears later in the checkout. Since April 2025, UK law has been explicit that traders must show the total price up front. This guide explains what the rules require, so that budget shoppers know what to expect from an advert, a product page or a shelf label.
The law and when it started
The rules sit in Chapter 1 of Part 4 of the Digital Markets, Competition and Consumers Act 2024, which the Competition and Markets Authority (CMA) calls the unfair commercial practices provisions. The CMA’s guidance says they apply to commercial practices that take place from 6 April 2025 onwards, and describes ‘drip pricing’ as one of the practices given a new, more detailed prohibition (CMA, “Unfair commercial practices” (CMA207)). The relevant section of the Act, section 230, extends to the whole UK, so the same rule applies in England, Scotland, Wales and Northern Ireland (legislation.gov.uk, Digital Markets, Competition and Consumers Act 2024, section 230).
What counts as an advert for these purposes
The CMA’s price transparency guidance says that when a trader tells a customer about a product and its price, that is normally an ‘invitation to purchase’. That can be a price on a product in a shop, a newspaper or TV advert, online marketing such as an email or social media post, or a page on a website. It does not have to include an opportunity to buy on the spot (CMA, “Providing clear and accurate information about prices: summary” (CMA209)). A pram shown on a retailer’s category page, in a paid social advert or on a shop shelf is therefore covered.
The total price must include mandatory charges
Section 230 lists the information an invitation to purchase must not leave out, and the total price of the product is on the list. The Act says the total price includes any fees, taxes, charges or other payments that the consumer will necessarily incur if they buy the product. The CMA summary adds that the total price should normally include unavoidable charges, and that showing them separately will not normally be enough. It gives delivery or booking fees and VAT as examples of mandatory charges.
Delivery charges: mandatory versus optional
Pushchairs are bulky items, so delivery is often the largest extra cost. The CMA summary sets out how delivery must be handled:
- Mandatory delivery charges must be included in the invitation to purchase, and if they can reasonably be calculated, in the total price as well.
- Optional delivery charges, such as next-day delivery, must be included in the invitation to purchase but do not have to be part of the total cost and can be shown separately.
- Where the buyer must choose between delivery options, the total price should include the cheapest option until the customer chooses a different one.
- Charges that vary, for example by the customer’s location, must be accompanied by enough information for the customer to calculate the total, and that information must be as prominent as the headline price.
Running totals at the basket
The CMA says a retail website may comply by prominently showing the delivery fees it charges and by providing a running total, including those fees, throughout the purchase process. That total must be presented clearly and at a time the customer is likely to see it. This is the mechanism behind a basket that shows item price plus delivery as you add items.
‘From’ prices and other special cases
The CMA says an indicative or ‘from’ price is allowed as long as it includes all applicable mandatory charges and does not mislead about what the price covers. It also says that taking payment in instalments is not affected: providing the total price up front does not stop a trader accepting the price in instalments. A mandatory flat per-transaction fee must be included in the total price even in early-stage advertising.
What happens if a trader gets it wrong
According to the CMA summary, a trader found to have broken the law could be fined up to 10% of its turnover or £300,000, whichever is greater, and ordered to compensate affected customers. The guidance stresses that it applies to anyone who sells, advertises, markets or otherwise promotes a product at any point in the purchase process, from early-stage advertising to the final sale.
Shopping tips for a pram budget
- Compare the total including delivery, not the headline price alone, especially when one retailer offers free delivery and another charges a fixed fee.
- Check whether an extra, such as express delivery, is genuinely optional. Optional charges may be shown separately, but a mandatory charge should be in the price.
- If the delivery cost depends on a postcode, look for the information that lets you work it out next to the price.
- Keep a screenshot of the advertised price and the basket total. A mismatch is evidence if a complaint is needed.
- Where a price does not match the checkout, GOV.UK’s consumer rights page lists the helplines for advice by nation: Citizens Advice, Advice Direct Scotland and Consumerline (GOV.UK, “Consumer rights”).
Once a purchase is made, our guides on faulty pushchair rights and paying by card explain what protection follows.
The bottom line
Under the Digital Markets, Competition and Consumers Act 2024, in force for practices from 6 April 2025 and applying across the UK, a pram’s advertised price must include unavoidable charges such as VAT and mandatory delivery fees. Optional extras like next-day delivery can be shown separately, variable delivery costs must be explained as prominently as the price, and a retailer can comply with a running basket total. Comparing the full cost, delivery included, is the reliable way to spot the cheapest pushchair.