Pet owners to get a better deal under vet sector shake-up

Written prescription fees from vets will be capped at £21 as part of measures announced by the Competition and Markets Authority (CMA).

The CMA has been examining the vet market since September 2023, ahead of its review, Which? also carried out research into the consumer experience of vets in 2023, finding concerns with price comparison and customer experience. 

Which? called on the CMA to address these problems. In its review of the vet sector, the regulator attributed problems to a lack of competition, including transparency issues when it comes to pricing, making it difficult for pet owners to make informed decisions. 

The regulator announced a series of measures in March to address this, which come into force from 22 September. These are legally binding, and vets will have up to 12 months to adhere to all the changes. 

Here, we look at the regulator's plans to improve vet services.

Regulator shake-up of vets

The CMA's changes aim to make it clearer which vets are owned by large groups and whether the pricing is competitive.

Vets will be required to publish price lists for their standard services to help customers understand charges and whether their fees are competitive. 

When your pet is recommended medication, the new reforms will ensure you're given written prescriptions, so you can buy medication from anywhere and at potentially lower prices. And, for the first time, vet prescription fees will be capped at £21 for the first medicine and at £12.50 for any additional medicines. 

The regulator has also announced that:

• Vet price and ownership information will be made available through the Royal College of Veterinary Surgeons (RCVS) Find a Vet website.
• Both online and in person, it should be clear who owns a veterinary practice through branding and signage.
• Treatments of more than £500 will have a written estimate in advance and an itemised bill. 
• Vet practices must follow a transparent in-house complaints process and engage in mediation where disputes can't be resolved.
• Pet care plans and all cremation option prices should be set out clearly, with the lower-cost option of a communal cremation made clear.

Which?'s response to the CMA's plans

Sue Davies, Which? head of consumer rights policy, said: 'Pets are cherished members of the family in millions of homes across the UK, so access to transparent, trustworthy vet services is vital. Too many pet owners who have had a poor experience with their vet feel that the system is stacked against them. The conclusion of the CMA’s market investigation is a positive milestone and should stop pet owners from being ripped off by overpriced medicines, hidden fees and unclear pricing at a time that is already likely to be very stressful.

'There is only so much the CMA can achieve on its own, as the current legislation regulating the veterinary market is seriously outdated. This is why it is vital that the government keeps moving forward with reforms that prioritise an independent regulator and a dedicated veterinary ombudsman to fix flawed complaint processes and ensure pet owners and their pets are properly protected.'

• Find out more: I'm unhappy with my vet, what are my rights?

'It has become almost impossible to find an independent vet'

In 2023, Which? surveyed 2,000 pet owners and looked at the websites of large-chain veterinary practices to investigate anti-competitive practices in the industry and the effect this was having on pet owners.

We found that among pet owners who compared prices when choosing a practice, three in 10 said that they were difficult to compare.

Looking at the websites of veterinary practices, we discovered that prices often weren't displayed on the practice or chain site. When they were, they were often limited to basics such as consultation fees. Our research found that more than a third of pet owners said they were usually only informed about prices at reception, after the appointment.

Which? also discovered there was a lack of transparency with service information, with just over a quarter of pet owners having, at some point, doubted whether a treatment recommended by their vet was really necessary.

Almost three in 10 pet owners who went ahead with treatments they were unsure about did so because they didn't have enough information to know whether it was necessary.

Which? was contacted by lots of pet owners keen to share their own experiences. One pet owner explained to us that when one of his cats was undergoing a long course of treatment, the vet suggested that he could simply call to update the vet on how the cat was responding after taking it home. 

He was shocked to find that a two-minute phone call to tell the vet his cat was OK came with a bill of £36.89. He was also quoted £188.96 by his vet for a laxative to treat his cat's constipation, but discovered that it could be bought online for just £41.94.

• Read more: how to find the best vet practice for you.

What to do if you're not happy with your vet

Under the Consumer Rights Act 2015, services should be carried out with reasonable care and skill. If the price isn’t agreed beforehand, it should be provided at a reasonable price, and if a timescale hasn’t been agreed, the service must be carried out within a reasonable timeframe.

The Act also states that spoken or written information is binding where you rely on it.

Under the Consumer Rights Act, the vet has to remedy the situation by redoing the part of the service that was inadequate or carrying out the entire service again. If this isn’t possible, you can ask for a price reduction or a full refund in severe cases.

You can complain via the Veterinary Client Mediation Service (VCMS) about service issues, negligence and fees.

The Royal College of Veterinary Surgeons (RCVS) has a code of conduct that vets must follow, and you can raise concerns about veterinary surgeons and nurses on its website. 

This story was originally published on 27 October 2025,  updated on 24 March 2026 and 22 September 2026 to announce the new measures proposed by the CMA.