Britons can save billions due to a new law that will scrap hidden fees on online purchases.
The new law encourages retailers to be clear and transparent with their prices, with no hidden costs.
Fake reviews will also be banned and firms will have to be clearer with price labels on supermarket shelves.
The change comes after a consultation into consumer transparency and as part of the Digital Markets, Competition and Consumer Bill (DMCC).
According to the Government, unavoidable fees from online shopping cost consumers in the UK £2.2billion.
Drip pricing occurs when shoppers are shown an initial price for an item or service on a website, only to find additional fees are revealed later in the checkout process.
Research suggests this happens in 54 percent and 56 percent of providers in the entertainment and hospitality industries, respectively.
It happens across nearly three-quarters of the transport and communication sectors, according to research cited by the Government.
The new rules aim to offer more transparency for shoppers so they’re aware of the full costs of items before buying them.
The new rules propose that mandatory fees must be included in headline prices online.
For cinema or train tickets, for example, any mandatory booking fees must be clear from the start of the shopping process.
Fees for optional add-ons like airline seat reservations or luggage upgrades for flights will not be included in the measures. The new rules are expected to come into force this spring.
Kevin Hollinrake, the Minister for Enterprise, Markets and Small Business, said: “From supermarket shelves to digital baskets – modern-day shopping provides customers with more choice than ever before.
“But with that, comes the increased risk of confusion, scams and traps that can easily cost the public more than they had planned.
“Today’s announcement demonstrates the clear steps we’re taking as a government to ensure customers can compare purchases with ease, aren’t duped by fake reviews, and have the sting of hidden fees taken away.”
Graham Wynn, the assistant director of British Retail Consortium said: “The BRC looks forward to continuing to work with officials as practical detailed implementation plans are developed.
“We are committed to ensuring information given to consumers is clear and they are not misled in any way.”
The Competition and Markets Authority (CMA) will be responsible for making sure the changes are implemented.
A spokesperson for the CMA said: “It’s positive to see the government pushing ahead with changes to tackle behaviour that misleads shoppers or leaves them out of pocket – which includes accepting the CMA’s recommendations for clearer groceries pricing.
“Stronger laws and tools, including giving the CMA the power to fine companies for breaching consumer law under the DMCC Bill, will bolster the work we are already doing to protect consumers.”
