Misleading Boiler Sales Tactics: Fake Trust Marks, Drip Pricing, Fake Reviews and False Urgency Under the DMCC Act 2024
The Digital Markets, Competition and Consumers Act 2024 bans practices such as claiming a code or trust mark a trader does not hold, false “limited time” offers, fake reviews, refusing to leave a home and drip pricing, all relevant to boiler quotes.
In this guide
Since 6 April 2025 the unfair commercial practices provisions of the Digital Markets, Competition and Consumers Act 2024 have applied to sales practices such as a heating engineer displaying a code logo they are not entitled to use, a false claim that an offer ends today, fake reviews, refusing to leave a home when asked and adding mandatory charges after a headline price.
What changed on 6 April 2025
The Competition and Markets Authority (CMA) explains in its guidance that the DMCC Act contains provisions to protect consumers from unfair trading and that these apply to commercial practices from 6 April 2025. They replace and update the Consumer Protection from Unfair Trading Regulations 2008, maintaining much of their scope and effect while adding new or more detailed prohibitions on fake consumer reviews and on “drip pricing”. The guidance lists 32 commercial practices that are unfair in all circumstances. The guidance sets out penalties for England and Wales, Scotland and Northern Ireland, so the rules are not confined to one nation.
Fake codes, trust marks and approvals
Several banned practices concern claims about credentials. The guidance bans claiming to be a signatory to a code of conduct when the trader is not, claiming that a code has an endorsement it does not have, displaying a trust mark or quality mark without the necessary authorisation, and claiming that a trader or product has been approved, endorsed or authorised by a body when that is false or the terms are not being complied with. Its examples include a heating engineer displaying the logo of an industry code they have not signed up to, and a plumber claiming registration with a recommendation platform when they are not registered. Checking a Gas Safe registration on the register, as explained in our guide to checking a Gas Safe engineer, remains the way to confirm gas competence. Our guide to TrustMark registration covers the other scheme installers may claim.
False urgency
Banned practice 7 is falsely stating that a product will only be available for a limited time, or on particular terms for a limited time, in order to elicit an immediate decision and deprive consumers of enough time to make an informed choice. The CMA’s example is a countdown clock that restarts when it reaches zero. The guidance adds that if the statement that an offer will end is true, and is not otherwise misleading, it is unlikely to be problematic. For boiler quotes, this is relevant to “price valid today only” claims. Our guide to comparing quotes like for like explains why time to compare matters.
Fake reviews
Banned practice 13 covers submitting or commissioning a fake consumer review, or a review that conceals that it was incentivised, publishing reviews in a misleading way, and publishing reviews without taking reasonable and proportionate steps to prevent fake or undisclosed-incentive reviews and to remove them. It also covers offering services to traders to submit or commission fake reviews.
Doorstep and pressure selling
Two banned practices are directly relevant to a home visit. One is creating the impression that the consumer cannot leave the premises until a contract is formed. The other is ignoring a request from a consumer to leave, or not return to, their home, except where justified to enforce a contractual obligation. The CMA’s example is a door-to-door salesman who keeps pitching on the doorstep after being asked to leave. The 14-day cancellation right for contracts signed at home is a separate protection, covered in our guide to cancelling a boiler installation contract.
Drip pricing and the total price
The guidance states that showing an initial headline price and then introducing additional mandatory charges as the consumer proceeds with a purchase, sometimes called drip pricing, is prohibited. Material information, including pricing, must be given clearly, in a timely way and in a way the consumer is likely to see it. For a boiler quote, this points to asking for a single itemised total that includes the mandatory work, rather than accepting a headline price that later grows.
Enforcement
The CMA announced on 7 April 2025 that the new provisions were in force and that it can now decide for itself whether consumer protection law has been infringed, without going through the courts, including through consumer redress and fines; it named aggressive sales tactics and hidden fees among early priorities. The guidance says breaches of any banned practice can attract civil action by enforcement authorities, resulting in compliance directions or monetary penalties of up to the higher of £300,000 or 10% of worldwide turnover, and that most banned practices, with limited exceptions including the fake reviews provision, are also criminal offences that can lead to fines or imprisonment. A homeowner who suspects a breach can follow the complaint routes in our guide to complaining about a boiler installation.
FAQs
Is this a new law for boiler sales?
It replaced the Consumer Protection from Unfair Trading Regulations 2008 from 6 April 2025, keeping much of the earlier scope while adding specific rules on fake reviews and drip pricing.
Can a boiler firm say a discount ends today?
Only if true. The CMA says falsely stating that an offer is only available for a limited time to force a quick decision is banned, but a true statement that is not otherwise misleading is unlikely to be a problem.
What if a salesperson will not leave my home?
Ignoring a request to leave, or not return to, a consumer’s home is a banned practice except where justified to enforce a contractual obligation.
Does drip pricing apply to quotes?
The guidance prohibits adding mandatory charges after an initial headline price, so a quote should present the price for the whole mandatory job clearly.
The bottom line
The DMCC Act 2024 gives boiler buyers clearer protection against fake credentials, invented deadlines, fake reviews, refusal to leave a home and headline prices that grow. The practical response is to check registrations directly, ask for a single itemised price, take time to compare quotes and end a sales visit if pressured. This is general information, not legal advice on a specific sale.
Sources
This guide draws on the following primary sources, current as of 24 September 2026:
- Competition and Markets Authority, “CMA to boost consumer and business confidence as new consumer protection regime comes into force” (7 April 2025), GOV.UK
- Competition and Markets Authority, “Unfair commercial practices” (CMA207), GOV.UK
Related guides
How to compare boiler installation quotes like for like
How to check a Gas Safe engineer
Cancelling a boiler installation contract
Best Boiler Deals is an independent guide. We may earn a fee from some links; this never affects what we write. This article is general information, not regulated advice on any specific installation — always confirm the details with a Gas Safe registered engineer.
