From fake discounts to business rates, Andy Burnham has been prime minister for less than a month but wasted little time putting the cost of living and high streets at the centre of his attention.
A mere 24 days into his premiership, we looked into everything the new prime minister has actually announced so far for retail, and what it means for the high street, retailers, consumers, suppliers and the wider industry.
Here is the state of play as of 13 August 2026.
1. Fake discounts
What is it?
Burnham has promised to clamp down on retailers that make discounts look bigger than they really are, including by artificially inflating a product’s price before putting it “on sale”. It also includes using misleading “was” prices, or quoting deceptive recommended retail prices.
The government says it will consult on the precise practices covered before introducing the changes through secondary legislation. The aim is to give consumers greater confidence that a product advertised as discounted really represents a saving.
When was it announced?
9 August 2026, as Burnham set out a package of “everyday fixes” aimed at reducing household costs.
When will it happen?
Not yet. The government plans a consultation in autumn 2026, after which it intends to bring forward legislation. The exact implementation date and scope are therefore still to be determined.
Who will it affect?
This could impact the wider retail industry, from grocery, general merchandise, fashion, electricals, homewares and online retail, or essentially, any retailer using prices or promotional claims.
Most impacted are likely to be retailers with large promotional calendars, where pricing systems, merchandising, websites, advertising and supplier-funded promotions all need to line up.
How much will it cost?
There is currently no government estimate of the cost to retailers. The government has instead framed the policy around consumer benefit. However, Burnham’s announcement was reported as part of a package expected to save consumers around £400m a year, so it is likely to save consumers a lot of money.
Industry reaction:
Talon.One senior director of strategic marketing Sam Panzer welcomed intervention in principle but questioned whether the businesses most responsible would be the ones bearing the compliance burden.
“Intervention on fake discounts is welcome in principle but the worst offenders aren’t household names. They’re dropshippers and marketplace sellers with little real presence in the UK. They’re the ones pinching pounds from pockets – and they’re the hardest to catch.”
2. Subscription traps
What is it?
Burnham has brought forward rules designed to make it harder for businesses to retain customers in unwanted subscriptions.
The rules will require clearer information before sign-up, such as reminders before discounted or free trials end and before long-term contracts renew, and straightforward cancellation. It includes an online exit where the customer signed up online, while consumers will also receive a 14-day cooling-off period after a free or discounted trial ends or a contract of 12 months or more automatically renews.
When was it announced?
The underlying legislation was announced by the government on 2 April 2026, before Burnham became prime minister. However, Burnham announced on 9 August that implementation would be accelerated.
When will it happen?
Burnham has moved implementation forward to January 2027, from the spring 2027 timetable previously announced.
Who will it affect?
The impact goes beyond traditional subscription businesses. Online retailers with recurring delivery models, subscription boxes, memberships, loyalty products, digital services and other recurring-payment arrangements could all need to review their customer journeys.
The government says there are 155 million active subscriptions in the UK, nearly 10 million of which are believed to be unwanted.
How much will it cost?
The government estimates the reforms could save consumers around £400m a year. It says an unwanted subscription costs the average consumer around £14 a month, or nearly £170 a year.
Industry reaction:
Law firm Mills & Reeve partner Katrina Anderson, warned that the accelerated timetable could catch some businesses off guard.
“The date for introducing new protections against ‘subscription traps’ has already moved three times – spring 2026, autumn 2026, then spring 2027,” she said. “This is the first time it has moved in the other direction.”
Anderson said businesses using recurring-payment models should urgently review their online sign-up processes, internal notification systems, terms and conditions and staff training.
Data & Marketing Association CEO Rachel Aldighieri also welcomed clearer rules, adding that consumers should understand what they are signing up for, what they will pay and how they can cancel.
3. A 20% business rates cut for pubs, clubs and live music venues
What is it?
Burnham announced a 20 per cent cut in business rates for qualifying pubs, social clubs and grassroots live music venues in England.
The measure is intended to support local high streets and comes on top of existing relief for pubs and live music venues. When first announced, Burnham proposed paying for the measures by increasing business rates on large warehouses and major out-of-town developments.
When was it announced?
23 July 2026.
When will it happen?
From April 2027, in the 2027/28 financial year. The government has said the very largest live music venues will not qualify, with the detailed threshold to be set at the Budget.
Who will it affect?
The direct beneficiaries are hospitality and leisure rather than grocery retail: pubs, social clubs and live music venues.
The government estimates nearly 32,000 venues will benefit, with a typical pub saving around £1,100 a year.
How much will it cost?
The government says the overall package of support is worth around £100m a year. It says the changes will be fully funded, including by reviewing reliefs for businesses it describes as ‘not making a positive contribution’ to local communities, such as vape shops.
Woods Foodservice managing director Darren Labbett welcomed the reduction but said it should be viewed as “relief, not rejuvenation”, pointing to employment costs, food inflation and energy bills as continuing pressures.
Initially, when it was proposed that warehouses might be used to fund the new policy, reporting by the Financial Times, found that around 1,900 large warehouses in England already pay the top business-rates multiplier, including just 129 operated by online-only retailers, and warned that even doubling the top rate would not raise enough to fund the proposed 20 per cent cut.
4. Online marketplace tax compliance
What is it?
The government is consulting on extending the tax liability of online marketplaces so platforms can be made more responsible for preventing sellers from avoiding VAT.
The proposal would cover sales by UK businesses through online marketplaces, including domestic sales of goods such as retail products and takeaway food.
When was it announced?
The consultation was published on 23 June 2026, before Burnham became prime minister, meaning this is a policy Burnham inherited rather than created.
When will it happen?
No implementation date has yet been confirmed.
Who will it affect?
Online marketplaces, third-party sellers and retailers operating through those platforms. HMRC estimates that tens of thousands of UK businesses trading through online marketplaces may not be meeting their VAT obligations, with the non-compliance potentially worth hundreds of millions of pounds.
How much will it cost?
The government has not published a final cost to marketplaces or sellers.
What else is on the retail radar?
AI recruitment and remote interviews
What is it?
Burnham has criticised the growth of remote job interviews, arguing that young people can struggle to demonstrate their personality and passion through Zoom or Teams.
When was it raised?
Burnham made the comments in late July, with the issue reported on 30 July 2026.
When will it happen?
There is currently no announced ban or implementation timetable for remote interviews or AI screening.
Who could be affected?
Potentially major retailers, logistics operators and food manufacturers that process large numbers of applications for store, warehouse, fulfilment and entry-level roles.
Charles Hipps, founder and CEO of Oleeo founder CEO Charles Hipps challenged the idea that moving away from AI screening would necessarily make recruitment fairer.
“Recruiters were making quick decisions about candidates long before AI came along,” he said. “Having a person carry out that process manually does not automatically make it more considered or inclusive.”
Hipps argues that good recruitment technology can instead help recruiters process large applicant pools while keeping final decisions with human hiring teams.What else is on the retail radar?
Two developments are worth keeping on the watchlist even though they have not yet become concrete retail policies.
Disposable barbecues: retailers urged to act over wildfire risk
On 12 August, during the continuing heatwave and wildfire risk, Burnham urged retailers to stop selling disposable barbecues. The government is considering further action, but this is not currently a ban.
Food security: supply-chain resilience moving up the agenda
The NFU wrote to Burnham on the day he became prime minister urging him to treat food security as a national priority and to adopt the food industry’s five-point resilience plan. The NFU said food and farming should be treated as critical national infrastructure alongside sectors such as energy and defence.
The £2 bus fare cap returns
What is it?
Single bus fares in England will be capped at £2, restoring a policy that has previously been used to reduce the cost of getting to work, shops and other essential services.
When was it announced?
The government confirmed the new cap in July 2026, with Burnham’s government presenting it as part of its cost-of-living programme.
When will it happen?
From 1 January 2027. The existing £3 cap will remain in place until the end of 2026.
Who will it affect?
Consumers travelling by bus across England, although London is excluded because fares are set separately by Transport for London.
It is hoped, among other benefits, cheaper transport can make it easier for workers to get to stores, and for consumers to access town and city-centre retail.
Retail Verdict so far?
With the PM stating his intention to continue his “listening tour” around the UK, there may be plenty more policies to add to this list before the Budget.
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