CMA veterinary reforms: final decision and practical steps for UK vets

On 24 March 2026, the Competition and Markets Authority (CMA) published its final report on its market investigation into UK veterinary services for household pets.

The investigation attracted more than 56,000 responses and has now moved into a package of legally binding reforms that will start coming into force later this year.

The final report largely confirms the CMA’s provisional decision of October 2025, but with notable changes. Most significantly, the cap on written prescription fees has increased from the originally proposed £16 to £21 for the first medicine, with £12.50 for each additional medicine.

The CMA has until 23 September 2026 to put orders in place, after which most remedies must be implemented within three to 12 months.

The reforms cover several key areas:

Price transparency

All veterinary businesses must publish standardised price lists for consultations, preventative care, prescription and dispensing fees, surgeries, diagnostics and end-of-life services on their websites and premises. Prices must be broken down by standardised pet size categories and be prominently displayed, easily accessible (no more than one click from the homepage) and kept up to date.

Practices must also publish prices for their most commonly sold parasiticide products alongside a link to the VMD Register of Online Retailers. Where pet care plans are offered, clear information must be published showing each included service, its standalone price, the total plan cost and how any advertised savings are calculated.

Ownership transparency

Businesses operating more than one practice must clearly display ownership information on websites, signage, premises and communications. This obligation applies across all business models, including corporate groups, franchises, joint ventures and concession arrangements.

Written estimates and itemised billing

Practices must provide written estimates for treatment likely to cost £500 or more and update owners if costs increase by 20% or £500. Itemised bills must show VAT and aftercare costs.

If the estimated cost subsequently increases by 20% or £500 (whichever is lower), a further written update must be provided. Emergencies are the only exception to the requirement for written estimates.

Practices must also provide itemised bills showing amounts relating to individual medicines, goods, services and any fees for external services.

Prescription and medicines reforms

This is one of the most commercially significant areas of the reforms. More than 70% of pet owners currently purchase long-term medication from their vet practice, even though many could save £200 or more per year by purchasing online.

Veterinary businesses must now actively inform pet owners that they can obtain written prescription and medicines may be cheaper elsewhere. Written prescriptions must be issued by the end of the consultation (hard copy) or within 48 hours (digital). The maximum prescription fee is £21 for the first medicine and £12.50 for additional medicines.

Clinical freedom

All veterinary businesses must have written policies and processes to ensure vets and vet nurses are able to act in accordance with the relevant provisions of the RCVS Codes and Guidance. This includes giving independent and impartial advice, providing appropriate information about treatment costs, offering a range of reasonable treatment options and obtaining informed consent.

If businesses fail to adhere to these policies or put pressure on vets to act in certain ways or sell certain treatments, they could be in breach of the CMA order.

Complaints and mediation

Practices must implement a written complaints process, acknowledge complaints within five working days and send full responses within eight weeks. They must also participate in mediation in good faith.

Out-of-hours contracts and cremation services

Out-of-hours providers can’t impose notice periods longer than 12 months on first-opinion practices. Termination fees should not be payable unless a practice stops using the service before the notice period expires.

For cremation services, practices must offer a communal cremation option and provide clear pricing, including any discretionary add-ons.

RCVS levy

The RCVS will monitor compliance, funded by a levy on veterinary businesses estimated at £150 to £250 per practice for set-up costs and £450 to £550 per practice annually for ongoing costs.

Regulatory reform

The CMA has backed the government’s proposed reforms to the Veterinary Services Act, which would, for the first time, make veterinary businesses, as well as individual vets, accountable to an independent regulator.

The Secretary of State for Environment, Food and Rural Affairs, Emma Reynolds, has confirmed that the government will respond to the report and set out next steps for its proposed reforms in due course. This builds on Defra’s eight-week consultation on reforms to the Veterinary Surgeons Act 1966, launched on 28 January 2026.

Enforcement

Non-compliance with a CMA order is a serious matter. Where a veterinary business fails to meet its obligations, the CMA may work with the business to change its practices, issue binding directions requiring steps to comply or impose a financial penalty.

Practical steps for veterinary businesses

The final decision is now published and the clock is ticking. Veterinary businesses should consider the following steps as a matter of priority:

Pricing

Begin preparing comprehensive, standardised price lists in line with the CMA’s requirements. These must cover the full range of specified services, broken down by pet size categories and be displayed prominently on your website and in your premises. Ensure pricing for parasiticide products is ready for publication alongside the VMD online retailer link.

Prescriptions

Review prescription processes and fee structures now. If current prescription fees exceed the £21 cap, adjust them. Put systems in place to issue written prescriptions by the end of consultations (hard copy) or within 48 hours (digital). Ensure staff routinely explain prescription options and that medicines may be cheaper online.

Ownership disclosure

If your practice is part of a group, prepare to disclose ownership clearly across signage, websites, premises and communications. Larger groups have six months from the date the CMA order is made.

Written estimates and billing

Implement systems for written cost estimates where treatment is likely to exceed £500, including aftercare costs. Ensure itemised billing processes are in place. Larger businesses have nine months to comply; smaller businesses have 12 months.

Clinical freedom policies

Ensure written policies and processes protect clinical independence in line with the RCVS Codes and Guidance. Larger businesses must comply within three months of the order; smaller businesses within six months.

Complaints procedures

Review existing complaint-handling arrangements against the CMA’s minimum criteria. Ensure there is a written process, a complaint log and readiness to participate in mediation. All businesses have six months to comply.

Pet care plans

If you offer pet care plans, audit them to ensure the required information is published, including individual service prices, total plan cost and how any claimed savings are calculated.

Cremation services

Ensure you offer a communal cremation option and provide clear pricing for all cremation services and discretionary add-ons.

Budget for the RCVS levy

Factor the anticipated RCVS levy into your financial planning — an estimated £150 to £250 per practice for initial set-up and £450 to £550 per practice annually.

How we can help

The CMA’s final decision represents the most significant regulatory intervention in the veterinary sector in a generation. While the reforms are designed to benefit pet owners and enhance trust in the profession, they will require careful planning and implementation by veterinary businesses of all sizes.

Our veterinary sector specialists can advise on all aspects of compliance, from reviewing pricing structures and prescription processes to updating ownership disclosures, complaint handling procedures and employment policies to reflect the new requirements.