These changes are intended to protect consumers from potentially misleading, commercially aggressive or otherwise unfair practices.
You can read the practices you should be following at http://www.oft.gov.uk/shared_oft/consumer-enforcement/oft1519.pdf
You can also read the press release at http://www.oft.gov.uk/news-and-updates/press/2014/05-14#.Uuqzt86PM5s
These new laws come into effect on April 1st. That gives you 2 months to get your game in order if this affects you.