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Guide · UK

DMCC Act subscription rules: what UK websites must do

The Digital Markets, Competition and Consumers Act 2024 gives the CMA power to fine businesses directly and brings in new subscription rules, expected from 1 January 2027. Here's what to get ready, in plain English.

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The checklist

  1. 1. Show the renewal terms before payment

    Before someone subscribes, tell them the price, how often they'll be charged, that it renews automatically and how to cancel. Put this next to the sign-up button, not only in the terms.

    DMCC Act 2024 Part 4, Ch. 2

    Check your renewal wording →

  2. 2. Let people cancel online as easily as they joined

    If someone signed up online, they must be able to leave online in a simple, direct way, without phone calls, chat or retention hoops.

    DMCC Act 2024 Part 4, Ch. 2

    Check your cancellation flow →

  3. 3. Explain the cooling-off period

    Tell customers about their 14-day right to cancel. The new rules add a further cooling-off period when a free or cheap trial turns into a paid plan, and when a contract of 12 months or more renews.

    Consumer Contracts Regulations 2013 · DMCC Act 2024

    Check your terms →

  4. 4. Send renewal reminders

    Remind subscribers before a trial ends and before renewals, with the price and how to cancel. Reminders are sent by email or in-app, so a website scan can't test them; check your own emails.

    DMCC Act 2024 Part 4, Ch. 2

  5. 5. Show the full price up front

    Headline prices should include any fees customers can't avoid, rather than adding them at checkout. This rule already applies.

    DMCC Act 2024 Sch. 20

    Check your pricing →

Common questions

When do the DMCC Act subscription rules start?
The government's target is 1 January 2027, subject to Parliament approving the regulations. They will apply to subscriptions taken out on or after that date.
Who do the subscription rules apply to?
Businesses selling auto-renewing subscriptions, free trials or low-cost introductory offers to UK consumers, wherever the business is based.
What are the fines under the DMCC Act?
The CMA can fine businesses directly, up to 10% of global annual turnover or £300,000, whichever is higher.