A business should not let an AI system make claims it could not substantiate in an ordinary quotation or advertisement. The updated unfair-commercial-practices regime applies from 6 April 2025. CMA guidance addresses misleading practices and mandatory charges introduced after an initial headline price. Where a mandatory charge cannot reasonably be calculated in advance, the required calculation information still matters. CMA detailed guidance. (gov.uk)
Recommended controls for domestic HVAC quotations:
- Use an approved price table and distinguish a call-out charge, estimate and fixed quotation.
- Make applicable mandatory charges visible rather than revealing them only at checkout.
- Escalate uncertain scope, access requirements and technical suitability.
- Prohibit invented grant eligibility, installation availability and performance savings.
- Retain the approved wording and price-table version used in the conversation.
The CMA also identifies commissioning fake reviews and pretending to be a consumer reviewer as prohibited conduct. It and the courts can impose fines of up to 10% of worldwide turnover for non-compliance with consumer law. CMA business guide.
Supplier red flag: an agency offering to generate customer testimonials should be asked whether it means drafting a response to an authentic review, or fabricating a customer experience. Those are fundamentally different proposals.
Sources cited on this page
- CMA detailed guidance ↗www.gov.uk
- CMA business guide ↗www.gov.uk