CMA Investigates Dignity for Unfair Consumer Practices

UK CMA Cases

Filed March 27th, 2026

Detected March 27th, 2026

Summary

The UK Competition and Markets Authority (CMA) has opened an investigation into Dignity Group Holdings Limited regarding potential unfair commercial practices related to obtaining consumer reviews for crematoria services. The investigation will gather evidence to determine if Dignity has infringed consumer protection law.

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What changed

The Competition and Markets Authority (CMA) has initiated an enforcement investigation into Dignity Group Holdings Limited under the Digital Markets, Competition and Consumers Act 2024. The investigation focuses on whether Dignity engaged in unfair commercial practices by allegedly asking staff to write positive reviews for its crematoria services, potentially misleading consumers about genuine customer feedback. This action is part of a broader initiative by the CMA to address fake and misleading online reviews.

While the investigation is in its initial stages and no infringement has been found, Dignity will be engaged to provide information and evidence. Compliance officers should note that this investigation signals the CMA's active enforcement in this area. Although no specific compliance deadline is mentioned, regulated entities involved in collecting and displaying customer reviews should ensure their practices are transparent and comply with consumer protection laws to avoid potential scrutiny and penalties.

What to do next

Review internal policies and procedures for obtaining and displaying customer reviews.
Ensure all customer reviews accurately reflect genuine customer feedback and are not solicited from staff or third parties under duress.
Familiarize with the Digital Markets, Competition and Consumers Act 2024 regarding unfair commercial practices.

Source document (simplified)

Dignity: consumer protection enforcement case

The Competition and Markets Authority (CMA) is investigating Dignity Group Holdings Limited’s (‘Dignity’) compliance with the law on unfair commercial practices under the Digital Markets, Competition and Consumers Act 2024 (DMCC Act) in relation to obtaining consumer reviews about crematoria.

From: Competition and Markets Authority Published 27 March 2026 Case type: Consumer enforcement Case state: Open Market sector: Distribution and service industries Opened: 26 March 2026

Case timetable

| Date | Action |
| --- | --- |
| March 2026 to September 2026 | Initial investigation: information and evidence gathering (next case update September 2026) |
| 26 March 2026 | Investigation opened |

Case opening

26 March 2026: The CMA has opened an investigation into Dignity’s compliance with consumer protection law.

The CMA is investigating whether Dignity asked staff to write positive reviews about the company’s crematoria services – giving people a potentially inaccurate picture of genuine customers’ feedback.

The CMA will now engage with Dignity and gather evidence to consider whether the CMA thinks Dignity has infringed consumer protection law.

At this initial stage, it should not be assumed that Dignity has infringed consumer protection law and no finding has been made.

Press release: Fake and misleading reviews: 5 businesses under CMA investigation (27.3.26)

Contacts

onlinereviews@cma.gov.uk
Laila Benfaida, Assistant Director
Jon Riley, Director
Hayley Fletcher, Senior Responsible Officer

Personal information

Your name and contact details are your personal data. The CMA may collect, use and share personal data for its consumer protection investigation under Part 3 of the Digital Markets, Competition and Consumers Act 2024. This includes processing personal data for the purposes of the UK General Data Protection Regulation and Data Protection Act 2018.

For more information about how the CMA handles personal information, please see our personal information charter.