Articles
From January 1, show the full price on the first screen
· 2 min read · Remus Baltatu
A new Illinois law asks that the first price a customer sees online include every required fee. Customers already feel tricked by fees at the last step.
A customer picks a service on your website at $95. At the last step, a 20% service charge appears. She closes the page. She didn't leave because of the price. She left because it felt like a trick.
What is changing
Starting January 1, 2027, a new Illinois law (the Junk Fee Ban Act) asks that the first price a customer sees online already include any fee they have to pay, such as a booking, service or convenience fee. Optional add-ons and tips are different. Legal summaries differ on some details, for example how restaurants are covered, so ask your lawyer which of your fees count.
Why owners miss it
You know about the fee, so your price never looks hidden to you. The customer sees it for the first time at the end.
The five-minute check
- Make a test booking or order on your own website, on your phone.
- Write down the first price you see and the final total.
- If they differ because of a required fee, show the total from the first screen and say what the fee is for.
- Check the same on any booking app you use.
- Ask your lawyer which fees count for your business.
Customers who see the real price first trust you more. From January, it is also the rule.
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