The UK’s competition watchdog has concluded a major investigation into veterinary services, finding that a lack of clear pricing and ownership information has left pet owners facing higher costs and limited choice.
The Competition and Markets Authority (CMA) said its independent inquiry group uncovered widespread issues across the sector, including poor transparency around fees and limited ability for consumers to compare providers. The regulator said these factors have weakened competition and contributed to rising bills for pet owners.
Following what it described as an unprecedented level of engagement from both the public and the veterinary sector, the CMA has now set out a package of reforms aimed at improving transparency, strengthening competition and making the market easier to navigate.
The investigation has brought increased scrutiny to the industry, although the CMA stressed that the professionalism and commitment of veterinary staff remains widely recognised.
Martin Coleman, chair of the independent inquiry group, said the review was “the most extensive in a generation” and would deliver meaningful changes for pet owners.
He said: “Too often, people are left in the dark about who owns their practice, treatment options and prices – even when facing bills running into thousands of pounds.
“Our measures mean it will be made clear to pet owners which practices are part of large groups, which are charging higher prices, and for the first time, vet businesses will be held to account by an independent regulator.”
Under the proposals, veterinary practices will be required to publish clear and comprehensive price lists covering standard services such as consultations, diagnostics and prescriptions. Practices will also have to provide written estimates for treatments expected to cost £500 or more, including aftercare, along with itemised bills.
New rules will require practices to clearly state whether they are independently owned or part of a larger corporate group, with ownership information displayed both on-site and online. This data will also feed into a central comparison service run by the Royal College of Veterinary Surgeons (RCVS), allowing pet owners to compare local providers more easily.
The CMA said many pet owners could save money on medication by purchasing it online, but are often not informed of this option. Under the reforms, vets will be required to inform clients of their right to a written prescription, with fees capped at £21 for the first medicine and £12.50 for additional items.
Other measures include clearer pricing for cremation services, improved transparency around pet care plans, and requirements for practices to maintain policies that protect vets’ clinical independence from commercial pressures.
The regulator also identified weaknesses in complaints handling, with no consistent system currently in place. Practices will be required to introduce clear complaints procedures and take part in mediation where disputes cannot be resolved internally.
The CMA said competition reforms alone would not be sufficient, backing government plans to modernise veterinary legislation. Proposed changes to the Veterinary Services Act would extend regulation beyond individual practitioners to include veterinary businesses, introducing stronger oversight of consumer protection and competition.
The RCVS is expected to play a central role in enforcing the new measures, including operating the comparison service and monitoring compliance. This will be funded through a levy on veterinary practices, estimated at £150 to £250 per practice initially, and £450 to £550 annually thereafter.
Environment Secretary Emma Reynolds said the government would respond to the findings in due course, adding that improving transparency would help families make more informed decisions about their pets’ care.
The CMA now has six months to implement legally binding orders, with the new rules expected to be in place by 23 September 2026. Most changes are then due to be rolled out within three to 12 months, with smaller practices given additional time to comply.
The watchdog said it would continue working with industry bodies to ensure the sector adapts to the new requirements, with the aim of delivering better outcomes for both pet owners and their animals.
