29/09/2026
This can only be a positive step for pet owners. Vets do an incredibly important job, but clearer prices, written estimates and the option to buy medication elsewhere will help people make informed decisions—especially when emotions are already running high and unexpected bills can quickly mount up!
🐶 raft of new rules for anyone using a vet in the UK has now come into force from today - including legally binding prescription fee caps and publishing price lists.
🐈⬛The Competition and Markets Authority (CMA) said its final reforms for the sector will help pet owners better navigate the vet services market.
⚠️Other legally binding measures will include a price comparison website and mandatory branding by the large groups to boost competition and drive down prices.
The Veterinary Services Market Investigation Order 2026 substantive Order was published by the CMA today (September 22) . It implements the package of remedies decided in the CMA’s final report.
The Competition and Markets Authority, which has been investigating the sector since 2023, discovered that customers could be paying double for commonly prescribed medicines from vet practices than they would online, leading them to spend “hundreds of pounds more”. The authority suggested that vets should cap prescription fees at £21 for the first medicine and £12.50 for any additional medicines and inform customers about potential savings from purchasing medicines online with those prescriptions.
“These measures will help prompt consumers to consider buying medication online and protect them from having to pay excessive prices for the prescriptions they would need to do so,” it stated.
The CMA said pet owners using a vet practice that is part of a larger chain can expect to see changes starting on September 23. The measures follow the CMA finding that fees have risen at almost twice the rate of inflation, with pet owners not being given enough information about their vet and the prices of treatments.
CMA has made the remedies from its market investigation into veterinary services for household pets legally binding as of Tuesday September 22 2026. Key requirements in the Order are designed to improve transparency, empower pet owners, and increase competition.
Main measures include prescription fee cap — written prescription fees are capped at £21 (for the first medicine, with additional fees for subsequent ones). Practices must also tell clients if cheaper medicines may be available online.
Price lists — Practices must publish a comprehensive price list for standard services eg consultations, common procedures, and cremation options.
Written estimates and itemised bills — A written estimate must be provided in advance for any treatment expected to cost £500 or more (including aftercare costs), plus an itemised bill afterwards. Emergencies are the main exception.
Ownership transparency — Veterinary businesses must clearly state whether they are part of a larger corporate group or are independent (on signage, premises, websites, etc.).
Comparison tools — Price and ownership information will be made available via the RCVS “Find a Vet” service, which can share data with third-party comparison sites.
Other measures cover areas such as clinical freedom policies, complaints handling/redress, out-of-hours (OOH) contracts (some notice-period changes apply from the day the Order is made), and end-of-life/cremation information.
Most remedies have phased compliance deadlines of 3–12 months, with larger businesses generally having shorter deadlines (some as early as December 2026) and smaller businesses (typically those with 14 or fewer first-opinion practices) given longer to comply (up to around September 2027 depending on the specific remedy).
Sue Davies, Which? Head of Consumer Rights Policy, said: “Pets are cherished members of the family in millions of homes across the UK, so access to transparent, trustworthy vet services is vital. Too many pet owners who have had a poor experience with their vet feel that the system is stacked against them. The conclusion of the CMA’s market investigation is a positive milestone which should stop pet owners getting ripped off by overpriced medicines, hidden fees, and unclear pricing at a time which is already likely to be very stressful.
“There is only so much the CMA can achieve on its own as the current legislation regulating the veterinary market is seriously outdated. This is why it is vital that the government keeps moving forward with reforms that prioritise an independent regulator and a dedicated veterinary ombudsman to fix flawed complaint processes and ensure pet owners and their pets are properly protected.”
What the main changes will be:
Prices on websites:
Fewer than 40% of practices have prices on their websites - they cover few services and are sometimes hard to find.
Change: Practices publish a comprehensive price list for standard services – including consultations, common procedures, diagnostics, written prescriptions and cremation options.
Comparing prices
Currently there is no easy or centralised way to compare local practices.
Change: Price and ownership information available to pet owners through Royal College of Veterinary Surgeons (RCVS) ‘Find a Vet’ service which will share the data with third-party comparison sites.
Is it a chain
Less than half of people using a large veterinary group knew that their practice was part of a chain.
Change: Vet businesses must make it clear whether they are part of a group or an independent business – common ownership will be displayed on signage, at the premises and online.
Price in advance
Less than half of people received pricing information in advance of recent non-routine treatment. Only 29% of these were given price information in writing
Change: Practices provide a written estimate in advance for any treatment expected to cost £500 or more (including aftercare costs) – plus an itemised bill. Emergencies are the only exception for written estimates.
Prescriptions
Over 70% of pet owners purchase long-term medication from their vet practice even though many could save £200 a year or more if they bought online.
Change: Pet owners must be told they can have a written prescription which could save them money.
Charging for written prescriptions
Some pet owners are being charged high prices for written prescriptions – many practices charge £30 or above for each prescription.
Change: Written prescription fees are capped at £21 (for the first medicine) and £12.50 (for any additional medicines).
Independent advice:
Vets’ duty to provide pet owners with independent and impartial advice has the potential to be compromised by commercial pressure.
Change: Practices must have written policies in place to ensure vets are empowered to offer independent and impartial advice.
Poor value plans
Pet care plans can be poor value for people who do not use many of the services included.
Change: Pet plans clearly set out the price of each component, the total cost and how any advertised savings are calculated.
Cremation costs
Pet owners may be paying around £100 more for individual cremations than they would be if there was strong price competition.
Change: Practices provide clear, upfront prices for all cremation options including any add-ons – and offer the lower cost option of a communal cremation.
Switching provider
Vet practices have long notice periods in their contracts with out-of-hours providers and high exit fees can make it difficult for them to switch provider.
Change: Out-of-hours providers will be banned from imposing unreasonably long notice periods – so practices can easily end the contract if they can get a better service for pet owners elsewhere.
Complaints
The complaints system is ineffective with no mandatory process for vet practices or redress system when things go wrong for pet owners.
Change: Practices must follow a transparent, accessible in-house complaints process and engage in mediation where disputes cannot be resolved.
✍Ben Hurst
