# What is drip pricing?

> Drip pricing means showing a low headline price and adding mandatory fees later. The UK banned it in April 2025; the US FTC rule covers hotels since May 2025.

_UK and US · Updated 2026-10-27 · Akkrev, https://akkrev.com/glossary/drip-pricing/_

**Drip pricing** is showing a headline price that leaves out charges the customer must pay, then adding them later in the booking. Typical examples in hospitality are compulsory service, resort, destination or cleaning fees.

## The rules

- **UK:** since 6 April 2025, under the Digital Markets, Competition and Consumers Act, headline prices must include all mandatory fees, taxes and charges. See [the UK drip pricing ban and AI agents](https://akkrev.com/blog/uk-drip-pricing-ban-hotels-ai-agents/).
- **US:** since 12 May 2025, the FTC's fees rule requires hotels and short-term rentals to show the total price, including mandatory fees, up front. Taxes can be shown separately if disclosed before payment. See [the FTC junk fee rule and AI agents](https://akkrev.com/blog/ftc-junk-fee-rule-hotels-ai-agents/).

## Why agents care

Agents compare totals. A low headline price that grows at checkout either makes the agent quote the wrong total or, once it spots the extra fee, choose a competitor with a clearer one.

## Why it matters for AI visibility

Prices that grow at checkout make AI comparisons unfair. Full prices up front help AI quote you accurately.

## Sources

- [Boyes Turner: Drip pricing ban, new rules now in force](https://www.boyesturner.com/news-and-insights/drip-pricing-ban-new-rules-now-force)
- [TechCrunch: FTC bans hidden fees for live events and short-term rentals, effective May 12](https://techcrunch.com/2025/05/05/ftc-bans-hidden-fees-for-live-events-and-short-term-rentals-effective-may-12/)

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