The UK subscription rules start in January 2027. Can you prove you followed them?
The subscription contracts regime in the Digital Markets, Competition and Consumers Act 2024 changes how every UK business selling subscriptions to consumers signs people up, reminds them and lets them leave. The Competition and Markets Authority can fine up to 10% of worldwide turnover.
Last reviewed 4 October 2026. Plain-English summary, not legal advice.
In short
- When: January 2027, brought forward from spring 2027 on 9 August 2026.
- Who: businesses selling subscriptions, memberships, auto-renewing contracts and free or discounted trials to UK consumers.
- What: clear key information up front, reminders before renewal, cooling-off at sign-up and renewal, and easy cancellation.
- Risk: CMA fines of up to 10% of worldwide group turnover, plus consumer redress.
What the rules require, and how Heimdell evidences each one
Following the rules is half the job. The other half is proving it when a customer, a bank or the CMA asks.
| Requirement | What it means | How Heimdell evidences it |
|---|---|---|
| Key pre-contract information, shown separately | Before sign-up, consumers must be given key information apart from the full terms: that the contract continues until cancelled, any minimum period, whether payments can go up, the minimum total cost, and how to cancel. | Price, billing frequency, minimum term, auto-renewal and cancellation are protected acknowledgements. They’re always shown in system wording, each one confirmed, and frozen into the certificate. |
| Reminder notices before renewal | Consumers must be reminded at reasonable intervals before a subscription renews, including before a free or discounted trial rolls into full price. | Trial-ending and renewal-approaching events send the customer a notice they can acknowledge, and each notice is logged against the original agreement. |
| Cooling-off at sign-up and at renewal | A 14-day cooling-off period applies when the contract starts and again at certain renewals, with refunds due within 14 days of cancelling in that window. | Cooling-off rights are shown and acknowledged at verification, and cooling-off events can be recorded later in the lifecycle. |
| Straightforward exit | Cancelling must be simple, without unnecessary steps. If the contract was taken out online, the customer must be able to cancel online. | Cancellation initiated and cancellation confirmed are recorded as separate events, so you can show when the customer asked and when you acted. |
| End-of-contract notices | When a consumer exits, they should be told the end date and any refund for overpayment. | Cancellation events send a notice to the customer and keep a timestamped record of it. |
Five things to do before January
- 1
List every product that renews automatically or starts with a trial or discount.
- 2
Write the key information for each one in plain English: price, frequency, minimum term, how it renews and how to cancel.
- 3
Decide when reminders go out before each renewal and trial end, and who sends them.
- 4
Make cancelling as easy as signing up, online if they signed up online.
- 5
Put evidence in place for each of the above, so you can show what each customer saw and when.
Heimdell also covers the rules that already apply: the Consumer Contracts Regulations 2013, the Direct Debit Guarantee, the Consumer Rights Act 2015, Ofcom General Conditions for telecoms and FCA Consumer Duty. Read the full FAQ.
Common questions
When do the UK subscription contract rules start?
The subscription contracts regime under the Digital Markets, Competition and Consumers Act 2024 is due to start in January 2027. The date was brought forward from spring 2027 in an announcement on 9 August 2026.
What are the penalties for breaking the subscription rules?
The Competition and Markets Authority can fine businesses up to 10% of worldwide group turnover for breaches of consumer law under the DMCC Act, and can order redress for consumers, without first going to court.
Do the rules apply to business-to-business subscriptions?
The subscription contracts regime protects consumers. B2B agreements aren’t covered by it, though many businesses choose to evidence B2B renewals and price changes the same way to reduce disputes.
Does Heimdell make my business compliant?
Heimdell provides the evidence: what the customer was shown, what they acknowledged and when each notice went out. Whether your overall customer journey complies is a legal question for your own advisers. This page is a plain-English summary, not legal advice.
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