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ARTICLE · 01 SEPTEMBER 2025

ASA Rules On Pricing Of Subscription Offer

Lewis Silkin
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The ASA has ruled on how the pricing for a health and fitness app subscription was presented.

United KingdomEmployment and HR
Alex Meloy
Alex Meloy
Helen Hart
Helen Hart
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The ASA has ruled on how the pricing for a health and fitness app subscription was presented.

An ad for the app featured pricing information. Text stated, "Pay monthly £7.99" and "Pay once £79.99 (Annual)". A button stated, "Buy now" under each option, which linked through to a checkout page.

Four complainants challenged if the ad made it clear that the subscription was for a minimum term of 12 months.

Team RH Fitness Ltd t/a Team RH believed the pricing and 12-month commitment for their monthly plan were both clearly presented on their website and did not mislead consumers. They sought to rely on their terms and conditions which consumers had to accept before paying.

The ASA considered that consumers would understand the claims "Pay monthly £7.99" and "Pay once £79.99 (Annual)" to mean they had the option to pay either £7.99 on a rolling monthly basis, or a one-off annual payment of £79.99. In particular, it thought that consumers were likely to interpret

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