UK to Ban Subscription Traps and Fake Discounts Three Months Early

UK Prime Minister Andy Burnham has announced that a package of consumer protection measures, originally announced by his predecessor Sir Keir Starmer in April, will be brought forward by three months. The changes will make it easier to cancel subscriptions and will compel companies to make clear when contracts auto-renew at a higher price.

The Subscription Trap Crackdown

Under the new rules, companies will be required to send clear reminders before any automatic renewal kicks in, and cancellations must be as simple as the original sign-up process. Burnham also announced a crackdown on 'pretend prices', where retailers falsely claim that products were previously sold at much higher prices to advertise supposed discounts, a practice he said tricks shoppers into thinking they are getting better value than they are.

Political Context

Shadow chancellor Mel Stride criticised the move as 'reheated' policies from the Starmer era, saying the prime minister 'has already run out of ideas' just months into office. Burnham's team pushed back, framing the acceleration as giving families 'room to breathe' amid persistently high living costs. Consumer groups broadly welcomed the changes, noting that subscription traps and misleading pricing are among the most common complaints they receive.

When Will Changes Take Effect?

The government said the legislation will be introduced in autumn 2026, three months earlier than originally planned. Officials said enforcement will begin within months of the legislation passing. Consumer advocacy organisations called for even stronger measures, including stricter penalties for repeat offenders.