Table of Contents
Meta description
From April 2025, UK law bans drip pricing, mandatory fees must now be shown upfront. Learn how Beyonk supports the change with all-in pricing and full compliance tips.
Post SEO title
New UK law bans drip pricing – What it means for Booking Fees in 2025
As of April 2025, new UK legislation came into effect banning drip pricing, a practice where mandatory fees, like booking fees, are added only at the final stage of a purchase.
Under the new rules, all mandatory fees must be included in the initial price shown to consumers, whether online, in print, or in advertising. This change is designed to boost transparency and reduce the frustration of unexpected charges and fees at checkout.
If you show any price, it must include all mandatory fees
For the full details, check out the official guidance on the UK Government site here: UK Government Guidance on Pricing Transparency
🔧 Beyonk’s commitment to transparent pricing
At Beyonk, we’ve always believed in clear, upfront pricing, it's a big part of delivering great visitor experiences. To support these new changes, we’ve made further updates to ensure full compliance with the legislation:
- All-in pricing: All mandatory fees (including booking fees) are now included into the price shown across all of our platform
- Updated displays: We’ve revised how prices show in:
- Experience and pass list pages
- Gift card and membership pages
- Ticket and add-on selection areas
- Upsell modules and image previews
✅ How to stay compliant (and keep visitors happy)
If you're a provider, here are a few simple steps to make sure you're following the new law:
- Review your pricing everywhere: That means on your website, in ads, on social media, and across any booking journeys , all must show the total price upfront
- Audit your marketing materials: Flyers, posters, email newsletters, and anything else that includes a price must also reflect the full cost
- Brief your team: Make sure your marketing, sales, and support teams are aligned: consistency across channels is key
❌ What not to do
Here are some examples of pricing practices that are now non-compliant:
(This is an example for a ticket with an actual cost of £10.50 including fees)
Example | ❌ Why it’s not allowed |
“Tickets £10” (if actual cost is £10.50) | The full price, including fees, must be shown |
“£10 + £0.50 fee” on the ticket, experience, membership or gift card pages | The total (£10.50) must be displayed first |
“Buy now from £10” buttons | Buttons are also subject to the rules – must say “from £10.50” |
Print materials (posters/flyers) with £10 pricing | Must reflect total price — even offline |
Emails advertising “£10 tickets” | Emails count as marketing and must include the full price |
Social ads and posts promoting “£10 tickets” | Platforms like Instagram, Facebook, X must show total price |
✅ What you can do
These are examples of pricing that meets the new requirements:
- ✅ “Tickets from £10.50”
- ✅ “£10.50 total (includes £0.50 booking fee)”
- ✅ “£10.50” shown across all pages and platforms
Optional: You can still include a breakdown, as long as the total comes first.
📊 Why it matters: the data behind transparent pricing
We’ve seen firsthand how being upfront with pricing isn’t just better for compliance, it’s better for bookings, too.
From our own data:
- When all fees are shown at the first step, cart abandonment sits around 43%.
- But when fees are shown in the second step, abandonment can rise to 45% and if fees are left until the final step, it cam jump to 52%, or higher if the fees are substantial.
- The visitor experience also takes a hit: average shopping experience ratings drop from 9.3 to 9.1 when fees are introduced later in the process.
In short: transparency builds trust, and trust drives conversions.
Summary
These new rules are all about clarity and making sure prices reflect the full amount a customer will pay, right from the start. Whether it’s online, in print, or in an ad, it’s all about being upfront.
At Beyonk, we’re here to help make that easy. With clear pricing included into your listings, your visitors know exactly what to expect, leading to smoother bookings and a better overall experience.
Need a hand checking your setup? Our team’s always happy to help — just drop us a message.
Written by
Anneka Wells is Marketing Manager at Beyonk, having joined in 2024 as a Visitor Attraction Growth Specialist. Before Beyonk, Anneka spent four years at a payments technology company, progressing from marketing assistant to Marketing Lead. Anneka started out with a PR placement at a global entertainment company, working on a major franchise anniversary campaign. Anneka introduces new Beyonk features such as email marketing and the weather insights dashboard, and writes about what younger visitors expect and how attractions can use visitor content and location data in their marketing.