UK consumers are set to save around £400m a year under new government measures designed to clamp down on unwanted and misleading subscriptions, often referred to as subscription traps.
Announced on 2 April by the Department for Business and Trade, the reforms aim to make subscription services clearer, easier to manage and far simpler to cancel – tackling so‑called “subscription traps” where free trials quietly roll into costly contracts or services renew without clear warning.
What the new rules mean for retailers
Under the new rules, businesses will be required to provide clear, simple information before sign‑up, issue reminders before free or discounted trials end or long‑term contracts renew, and offer straightforward cancellation routes – including online exits for online sign‑ups. A new 14‑day cooling‑off period will also apply after trials end or contracts of 12 months or more are renewed.
Kate Dearden MP, Minister for consumer protection, said: “There’s nothing more frustrating than seeing money you’ve worked hard for, disappear from your account for a subscription you’ve forgotten you had.
“These new rules will put consumers back in control of their money – making subscriptions clearer, fairer and far easier to cancel.”
10 million unwanted subscriptions
The government estimates that of the UK’s 155 million active subscriptions, nearly 10 million are unwanted. More than 3.5 million consumers are currently being rolled from free or discounted trials into paid contracts without clear consent, while 1.3 million are caught by unexpected auto‑renewals.
Consumer group Which? welcomed the move. Sue Davies, head of consumer rights policy, said: “Subscription traps can be costly and wreak havoc on finances that are already under strain from the cost-of-living crisis.
“The strengthening of subscription laws will be welcome news for those struggling with rising costs.”
The measures form part of the Digital Markets, Competition and Consumers Act 2024 and are expected to come into force in spring 2027.
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