Prime Minister Andy Burnham has announced plans to accelerate the implementation of measures designed to combat subscription traps and misleading pricing practices. These initiatives, originally slated for next spring, are now targeted for introduction by January 2027, with the government aiming to provide consumers with immediate relief from rising costs. Burnham's administration is bringing forward a package of changes that will make it easier for individuals to cancel unwanted subscriptions and prevent them from being automatically enrolled in expensive contracts without their explicit consent.
Crackdown on Misleading Prices
In addition to tackling subscription services, the government intends to outlaw the use of "pretend prices" by retailers. This measure will prevent shops from using fabricated "was" prices, artificial discounts, or misleading recommended retail prices (RRPs) to create a false impression of savings. The government plans to launch a consultation this autumn to determine the specific methods for implementing these new regulations. Consumer advocacy group Which? has welcomed the announcement, noting that it has previously highlighted instances where businesses have deceived customers with dubious deals. The group has urged the government to enact the rules swiftly.
When initially announced in April, the government projected these measures would save consumers approximately £400 million annually, or up to £170 per person. Burnham's government is accelerating the timeline, stating the changes are intended to give families "room to breathe" amid persistent cost-of-living pressures. This push for "everyday fixes" is part of Burnham's broader tour across the UK while Parliament is in recess.
Political Response and Fiscal Context
The opposition has criticized the government's approach. Shadow chancellor Mel Stride characterized the plans as "reheated" and suggested the prime minister has "already run out of ideas." Stride questioned the delay in implementing legislation, pointing out that similar consumer protection measures were included in the Digital Markets, Competition and Consumer Act, passed under the previous Conservative government in 2024. That act already addressed issues such as hidden fees, fake online reviews, and simplified subscription cancellations.
Burnham's recent interventions to ease living costs include a previously announced £2 bus fare cap in England and a VAT reduction on household electricity bills. However, Chancellor John Healey is expected to maintain "strong fiscal discipline" when presenting the upcoming Budget on October 28, which may limit the scope for further significant government spending initiatives.