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ARTICLE · 10 NOVEMBER 2026

UK Consumer Reforms Speed Up: Subscription Regime Accelerated, Pricing Practices Next In Line?

Freshfields Bruckhaus Deringer
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The UK Government has today announced that the subscription-related provisions of the Digital Markets, Competition and Consumers Act 2024 (DMCCA) are now expected to enter into force in January 2027.

United KingdomConsumer Protection
Rachel Duffy
Rachel Duffy
Rikki Haria
Rikki Haria
Deba Das
Deba Das

Incoming UK consumer subscription regime accelerated

The UK Government has today announced that the subscription-related provisions of the Digital Markets, Competition and Consumers Act 2024 (DMCCA) are now expected to enter into force in January 2027 (rather than spring 2027 as previously announced, discussed further here). 

Draft secondary legislation and accompanying guidance on the new requirements is still awaited, following the publication of the Government’s response to consultation earlier this year. We currently expect draft legislation to be published in the autumn.

In light of this acceleration, businesses should ensure that time is set aside to review their customer subscription journeys, including renewal processes, cancellation flows and refund approaches, to ensure that they are aligned with the incoming new requirements. 

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