The UK Competition and Markets Authority (CMA) has concluded its market investigation into veterinary services for household pets, announcing a set of reforms aimed at improving transparency, strengthening competition and helping pet owners make better-informed decisions about veterinary care.
The investigation found that many pet owners struggle to access clear information about veterinary services, including prices, treatment options and ownership structures of practices. According to the CMA, this lack of transparency weakens competition and can contribute to higher prices for consumers. The authority’s final report therefore introduces a package of legally binding measures designed to make the veterinary services market easier to navigate and more responsive to consumer needs.
Several reforms focus on improving price transparency. Veterinary practices will be required to publish comprehensive price lists covering common services such as consultations, routine procedures, diagnostics, written prescriptions and cremation options. Previously, fewer than 40% of practices displayed prices online and those that did often provided limited information. The new rules are intended to enable pet owners to compare providers more easily.
In addition, pricing and ownership information will be made available through the Royal College of Veterinary Surgeons’ (RCVS) “Find a Vet” service, which will also share data with third-party comparison websites. The investigation found that fewer than half of clients visiting practices owned by large veterinary groups were aware that their clinic was part of a chain. Under the reforms, practices will be required to clearly disclose whether they are independently owned or part of a larger group, both online and at their premises.
The CMA is also introducing stronger requirements around cost estimates for treatment. Veterinary practices will need to provide written estimates for procedures expected to cost £500 or more, along with itemised bills following treatment, except in emergency situations.
The reforms address prescription practices as well. Pet owners must be informed that they can request a written prescription and purchase medicines elsewhere, potentially saving significant costs. Fees for written prescriptions will be capped at £21 for the first medicine and £12.50 for additional medicines.
Further measures aim to ensure veterinary advice remains independent of commercial pressures, improve transparency in pet care plans, provide clearer pricing for cremation services and strengthen complaint-handling processes.
The CMA has also called for broader legislative reform of the veterinary regulatory framework, which currently focuses on individual practitioners rather than veterinary businesses. The authority supports government proposals to modernise the Veterinary Services Act and expand regulatory oversight to veterinary companies.
The CMA now has six months to implement the legally binding orders required to introduce the reforms, which are expected to be fully in place by September 2026.
