Quick take: From April 2025, new consumer protection rules under the Digital Markets, Competition and Consumers Act 2024 (DMCC Act) changed how businesses handle subscriptions, pricing transparency, and fake reviews. If you have ever struggled to cancel a subscription or been surprised by hidden fees, these rules are relevant to you.

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The Problem

Auto-renewing subscriptions have become the default for everything from streaming to gym memberships. Citizens Advice estimated that UK consumers were collectively spending over 600 million pounds per year on unwanted subscriptions they had forgotten about or found difficult to cancel.

Common complaints:

• Free trials automatically converting to paid subscriptions without clear warning

• Cancellation processes requiring phone calls during limited hours

• Renewal at higher prices than the original sign-up rate

1. Clearer Pre-Contract Information

Businesses must now provide clear information before you enter a subscription: total cost, billing frequency, how to cancel, and what happens at the end of any trial period. This information must be prominent, not buried in terms and conditions.

2. Renewal Reminders

Before a subscription auto-renews--particularly after a free trial or discounted period--businesses must send a reminder. This gives you the opportunity to cancel before being charged.

3. Easy Cancellation

If you signed up online, you should be able to cancel online. Businesses can no longer require you to call a phone line or go through an extended "retention" process as the only way to cancel.

4. Drip Pricing

The Act addresses "drip pricing"--where the headline price is low but mandatory fees are added during checkout (booking fees, service charges, processing fees). Businesses must now present the total unavoidable price upfront. This affects sectors like ticketing, travel, and food delivery where additional charges have historically appeared late in the checkout.

5. Fake Reviews

The Act makes it an offence to commission or publish fake reviews, or to suppress genuine negative reviews. Enforcement is handled by the Competition and Markets Authority (CMA).

What You Can Do

If you believe a business is not complying with these rules:

• Report them to the CMA or to Trading Standards through the Citizens Advice consumer helpline

• For individual disputes about charges, contact the business directly first

• If you believe you have been charged unfairly, check whether your bank offers a chargeback process for disputed transactions

FAQ

Does this apply to existing subscriptions?

The new rules apply to subscriptions entered into or renewed after the provisions came into force. If you are already in a subscription that auto-renews, the renewal reminder requirements should apply at your next renewal date.

What about free trials?

Free trials that automatically convert to paid subscriptions are specifically covered. The business must send you a reminder before the trial ends and make it easy to cancel if you do not want to continue.

Disclaimer: This article is general information, not financial, tax, or legal advice.