Notice Board
Petition Momentum Building – Industry Support Now Key
» THE CAMPAIGN ADDRESSING misleading emergency locksmith advertising and pricing continues to build significant momentum.
Since launching in early March, the petition has now reached over 1,400 signatures. This early response demonstrates just how widely the issue is being felt— by both consumers and professional locksmiths across the UK. Recent developments have also marked an important shift. The Master Locksmiths Association recently welcomed Tony Thomas, Deputy Director, Consumer Policy at the Department for Business and Trade, to MLA HQ, where discussions focused directly on the impact of misleading advertising practices within the sector.
This visit, alongside a recent government press release acknowledging concerns around rogue trading and consumer harm, signals that the issue is beginning to gain traction at a national level.
If you have already signed, thank you. The next step is to share the petition more widely. Reaching 10,000 signatures will trigger a government response.
Why This Matters This work is about showing the real impact of misleading advertising particularly on search engines.
We have also seen a significant rise in complaints relating to misleading emergency locksmith advertising and pricing practices, with a 147 % increase in the first quarter of 2026 compared to the same period last year.
While increased awareness is encouraging more people to come forward, this rise is also highlighting the scale of the issue.
Consumers are often making decisions under pressure, and in some cases are drawn in by low advertised prices that do not reflect the final cost— often referred to as“ bait and switch” pricing.
At the same time, many legitimate locksmith businesses are being undercut by these practices, making it harder to compete on a fair and transparent basis.
We’ ve explored this issue in more detail— including how these practices work and how consumers can protect themselves— in a recent article:
Growing Regulatory Attention
Alongside engagement with government, the MLA is also in active discussions with the Advertising Standards Authority( ASA) regarding misleading claims and pricing transparency in online advertising.
This is a critical step. While enforcement in digital advertising can be complex, ensuring clearer standards and accountability will be key to protecting consumers.
There are also growing indications that similar issues exist across other emergency trades, where online advertising ecosystems can prioritise visibility over transparency.
International examples show that targeted intervention and stronger oversight can make a meaningful difference. In the UK, this issue is now firmly moving onto the regulatory agenda.
Evidence gathered through complaints, case studies, and petition support is continuing to inform engagement with the Department for Business and Trade, ASA, and wider stakeholders.
Balancing Awareness and Trust Increased media attention is helping to shine a light on poor practice.
However, it is equally important to recognise that across the UK there are thousands of skilled, professional locksmiths operating to high standards.
As awareness grows, the focus must remain on:
• challenging poor practice
• maintaining consumer confidence
• protecting the reputation of the wider trade
How You Can Help
If you haven’ t yet signed the petition, it takes less than 30 seconds:
If you have signed, please consider sharing it with your network. Reaching beyond the immediate industry audience is essential to building the level of support needed to drive change.
You can also help by writing to your MP to highlight the issue and keep it firmly on the agenda. If you’ d like support with this, a template is available here:
Encouraging customers to plan ahead— for example by saving the number of a trusted locksmith— can also help reduce the risk of problems in emergency situations.
A Collective Effort
This is a complex issue that will take time to address. However, the response so far— from industry, consumers, and now government— shows that it is one that resonates.
Maintaining momentum through continued awareness, engagement, and evidence-sharing will be key to ensuring it remains firmly on the agenda— and ultimately drives meaningful change.
APRIL 2026
5
Issue Takeover locksmithjournal. co. uk