Digital Markets, Competition and Consumers Act 2024 (DMCC)
About the DMCC Act 2024
The Digital Markets, Competition and Consumers Act 2024 (DMCC) came into effect in April 2025. It strengthens the powers of the Competition and Markets Authority (CMA) to ensure fair competition and to protect consumers - particularly in digital markets.
This guidance is for anyone responsible for editing or publishing content on the Keele University website, particularly those involved in marketing, recruitment, or course information.
Why it matters for web content
The DMCC has direct implications for how we present information to prospective students and other stakeholders:
All claims must be evidence-based
- Avoid generic or unverifiable statements like “world-leading research” or “unparalleled student support” unless supported by clear, credible evidence.
- Acceptable evidence might include published rankings, independent reviews, student survey results, or recognised accreditations.
Fees must be transparent
- Any additional or mandatory fees that applicants or students may face must be clearly stated at the start of their journey - no hidden costs.
Key areas of the Act
Digital markets
- The CMA now has the authority to fine organisations up to 10% of global turnover for breaches in digital markets
Consumer protection
- The CMA can now directly enforce consumer protection laws.
- It can impose fines and award compensation to consumers.
- The CMA no longer waits for complaints - they will proactively audit websites to identify misleading or non-compliant content.
Competition law
- The Act also expands the CMA’s investigatory powers, including the ability to gather information from companies outside the UK, including international agents.
Common examples
Common pitfalls to avoid:
- Saying “award-winning” without stating the award.
- Using “leading” or “best” without citing rankings or recognition.
- Listing fees in footnotes or downloadable PDFs only.
What CMS Editors should do
- Review and update content to ensure all marketing claims are evidence-based.
- Clearly display all fees and costs on relevant pages, where needed (GSRA manage course page information).
- Do not publish new information without first considering legal requirements.
If you’re unsure whether a claim or fee disclosure meets the new requirements, please contact support.web@keele.ac.uk.
