The Competition and Markets Authority (CMA) has concluded its market investigation into veterinary services for household pets, confirming a package of legally binding reforms aimed at improving transparency, strengthening competition and giving pet owners greater control over costs.
The changes follow concerns that consumers often struggle to access clear information about veterinary services pricing, ownership and treatment options, leading to limited choice and higher bills. The CMA’s final report introduces a series of measures that will apply across the sector, with implementation expected to begin later in 2026.
Clear pricing requirements for veterinary services
Veterinary practices will be required to publish comprehensive price lists covering standard services, including consultations, diagnostics, common procedures, prescriptions and cremation options. These prices will need to be clearly accessible both online and at the practice.
The reform addresses a long-standing issue in the sector, where many practices either do not publish prices or provide only limited and difficult to compare information. For consumers, the change is expected to make it easier to assess costs before engaging a particular practice and to compare options locally.
Written estimates for higher-cost treatment
Where treatment is expected to cost £500 or more, practices will be required to provide a written estimate in advance, including the anticipated cost of aftercare. The only exception will be emergency situations, where advance estimates are not feasible.
This introduces a clearer expectation around upfront cost information and is intended to reduce the risk of unexpected or significantly higher than anticipated bills following treatment.
Cap on prescription fees
The CMA has also introduced caps on fees charged for written prescriptions. Practices will be limited to £21 for the first medicine and £12.50 for any additional medicines on the same prescription.
This change is designed to make it easier for pet owners to purchase medication elsewhere, including from online providers, where prices may be lower. It addresses concerns that high prescription fees have discouraged consumers from shopping around.
Greater transparency over ownership
Veterinary practices will need to make it clear whether they are part of a larger corporate group or operate independently. This information will need to be displayed at the practice, on signage and online.
The CMA found that many consumers were unaware that their local practice formed part of a wider group. Greater transparency is intended to help pet owners understand the structure of the market and make more informed choices.
Improved access to comparison tools
Pricing and ownership information will be made available through the Royal College of Veterinary Surgeons ‘Find a Vet’ service, with data also shared with third party comparison platforms.
This is expected to support the development of comparison tools, allowing pet owners to review services and pricing across different practices more easily.
Stronger safeguards on advice and complaints
Practices will be required to put in place written policies to ensure veterinary professionals are able to provide independent and impartial advice, free from commercial pressure.
In addition, a more formal complaints process will be introduced. Practices will need to operate transparent and accessible procedures and engage in mediation where disputes cannot be resolved internally.
These changes aim to strengthen consumer confidence and ensure that concerns can be addressed more effectively where issues arise.
Changes affecting contracts and services
The reforms also address wider aspects of how services are delivered. Practices will be required to provide clearer pricing for cremation services, including lower cost options, and to set out the value of pet care plans more transparently.
In addition, restrictions will be introduced on contractual terms used by out of hours providers, preventing unreasonably long notice periods that make it difficult for practices to switch providers.
What this means for pet owners
The reforms are intended to place pet owners in a stronger position when choosing and using veterinary services. Access to clearer pricing, upfront estimates and better comparison tools should make it easier to understand costs and consider alternatives.
At the same time, the introduction of prescription fee caps and stronger complaints processes provides additional protections where costs are high or concerns arise about treatment or service.
Implementation timeline
The CMA now has six months to finalise the legally binding Orders required to implement the reforms, with a deadline of September 2026. Once in place, most measures are expected to take effect within the following three to twelve months.
Larger veterinary groups are likely to implement changes first, with some requirements expected to be visible to consumers before the end of 2026. Smaller practices will be given slightly longer to comply.
For pet owners, the practical impact should become increasingly visible throughout 2026 and into 2027 as the new requirements are rolled out across the sector.
Read the official CMA press release here >>
Author
Gill Laing is a qualified Legal Researcher & Analyst with niche specialisms in Law, Tax, Human Resources, Immigration & Employment Law.
Gill is a Multiple Business Owner and the Managing Director of Prof Services - a Marketing Agency for the Professional Services Sector.
