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ARTICLE · 12 AUGUST 2026

Subscriptions, Savings And Scrutiny: New Consumer Reforms Put Business Practices Under The Spotlight

Gowling WLG
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The UK government has announced a renewed focus on consumer protection, targeting misleading pricing practices and subscription contract friction. Businesses may need to review their marketing strategies, discount claims, and subscription models as new regulations under the Digital Markets, Competition and Consumers Act 2024 take effect in January 2027.

United KingdomConsumer Protection
Dan Smith
Dan Smith
Zoe Pearman
Zoe Pearman
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Consumer protection has moved firmly back up the political agenda, with the government announcing a "series of everyday fixes to help people with the cost of living". While the measures are being presented as practical solutions to financial pressures, they may also require businesses to review their pricing, marketing and subscription practices. In yesterday's press release, the Prime Minister stated "We’re putting an end to phoney bargains. If something is advertised as half price, it should actually be half price. We’re also making it as easy to leave a subscription as it is to join" and indicated this is just the start of the "everyday fixes" he's looking to implement.

Subscription friction

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