Subscription traps have been a long-running frustration for UK consumers. Signing up is often quick and simple. Cancelling? Not so much.
That looks set to change. New laws announced by the UK government will make it easier to cancel subscriptions, get refunds, and avoid being rolled into unwanted payments.
The changes are expected to come into force in spring 2027.
What’s the problem with subscription traps?
At their core, subscription traps rely on friction. They make it easy to sign up, but harder to leave. That might mean:
- Complicated account settings
- Hidden cancellation options
- Being pushed towards phone support instead of online cancellation
- Repeated prompts to stay or upgrade.
These tactics aren’t always obvious. But over time, they can lead to people paying for services they don’t use or even realise they still have.
What’s actually changing
The new rules are designed to tackle the most common complaints consumers face with subscriptions.
In practical terms, this means:
- Cancellation must be simple. Companies will need to let people cancel “at the click of a button”, without endless steps or phone calls.
- Clear upfront information. Businesses must explain how subscriptions work before you sign up, including pricing and renewal terms.
- Reminders before renewal. Customers must be told when a free trial is ending or when a long-term contract is about to renew.
- New cooling-off rights and refunds. A 14-day period to cancel after a trial ends or a subscription renews, with the right to a full or proportionate refund if you’ve been charged.
The aim is straightforward: give consumers more control, and stop people being quietly rolled onto paid plans they didn’t intend to keep.
Why this matters
This isn’t a niche issue. It affects millions of people.
- The government estimates there are around 10 million unwanted active subscriptions in the UK
- More than 3.5 million people are moved from free trials into paid contracts, often without realising
- Another 1.3 million are caught out by automatic renewals.
For individuals, the cost adds up quickly.
On average, people could save around £170 a year under the new rules. Across the UK, that’s an estimated £400 million back in consumers’ pockets.
The new rules are designed to make things fairer for consumers. And while some companies are already operating this way, others will need to adapt.
If you’ve ever struggled to cancel a subscription or been caught out by an unexpected renewal, these changes are designed to make those experiences far less common.
