Overview
- The UK government, which unveiled the reforms on Thursday, said the rules will take effect in spring 2027 under the Digital Markets, Competition and Consumers Act.
- Companies must send reminder notices before free or discounted trials end or before contracts of 12 months or more renew, allow online cancellations if sign-up was online, and offer a 14-day window to cancel after a trial ends or a long renewal begins.
- Non‑compliant firms face consumer refunds and potential fines of up to 10% of global turnover enforced by the courts or the Competition and Markets Authority.
- Officials cite 155 million active subscriptions in the UK with nearly 10 million believed unwanted, including more than 3.5 million people rolled from trials into paid plans and about 1.3 million caught by unexpected auto‑renewals, with savings estimated at roughly £14 a month per unwanted subscription.
- Certain charitable, cultural and heritage memberships are exempt, and the government plans draft regulations and business guidance through 2026 to set detailed rules and give firms time to adjust.