In a landmark decision on 24 March 2026, the Competition and Markets Authority (CMA) concluded its two-and-a-half-year investigation into the UK veterinary sector with a sweeping package of legally binding reforms. The headline measure? Written prescription fees from vets will be capped at £21 for the first medicine and £12.50 for any additional medicines on the same prescription.
Why Were Reforms Needed?
The UK veterinary sector is worth more than £6.7 billion, with around 60% of UK households — some 17.2 million — owning a pet. Yet the CMA found that vet prices had risen 63% between 2016 and 2023, nearly twice the rate of general inflation. Public satisfaction with costs was described as "low".
More than 60% of veterinary practices are now owned in whole or in part by just six large corporate groups: CVS, IVC, Linnaeus, Medivet, Pets at Home (Vets for Pets), and VetPartners. The CMA found that competition between these groups was weak and that pet owners were often "left in the dark" about who owned their practice, what treatment options were available, and how much things would cost.
Internal documents from some large veterinary groups revealed pricing strategies linked to the expectation that pet owners would not switch practices or reduce purchases — rather than investments in quality of care.
The £21 Prescription Fee Cap
Currently, prescription fees are uncapped, with many practices charging £30 or more per prescription. The CMA found that over 70% of pet owners buy long-term medication directly from their vet practice, even though they could save £200 a year or more by purchasing online with a written prescription.
Under the new rules:
- £21 cap on written prescription fees for the first medicine
- £12.50 cap for each additional medicine on the same prescription
- Vets must proactively tell pet owners they can request a written prescription and that buying medication elsewhere could save them money
- The cap will be adjusted annually for inflation
The cap is higher than the £16 limit the CMA had initially proposed, following feedback from the veterinary industry. By March 2027 (or September 2027 for smaller practices), these caps must be in place.
Mandatory Price Lists
Currently, fewer than 40% of practices publish prices on their websites, and those that do often cover very few services. Under the new reforms, all vet practices must publish a comprehensive price list covering:
- Consultations
- Common procedures
- Diagnostics
- Written prescriptions
- Cremation options
Pet owners using a practice that is part of a larger chain can expect to see these price lists before Christmas 2026.
A New Price Comparison Website
The CMA has mandated that price and ownership information be made available through the Royal College of Veterinary Surgeons' (RCVS) "Find a Vet" service, which will share data with third-party comparison sites. This is exactly what The Vet Price Comparison Site has been built to do — and these reforms will make our service even more powerful and comprehensive.
Transparency on Ownership
The CMA found that less than half of people using a large veterinary group knew their practice was part of a chain. Under the new rules, vet businesses must clearly display whether they are part of a group or an independent practice — on signage, at the premises, and online.
Written Estimates for Costly Treatment
Previously, less than half of pet owners received pricing information in advance of non-routine treatment, and only 29% received it in writing. Now, practices must provide a written estimate in advance for any treatment expected to cost £500 or more (including aftercare costs), plus an itemised bill. Emergencies are the only exception.
Pet Care Plan Transparency
Pet care subscription plans — monthly payment plans covering routine treatments — must now clearly set out the price of each component, the total cost, and how any advertised savings are calculated. The CMA found that these plans can be poor value for owners who don't use all the services included.
Cremation Pricing
The CMA found that pet owners may be paying around £100 more for individual cremations than they would in a competitive market. Practices must now provide clear, upfront prices for all cremation options and offer the lower-cost option of communal cremation.
Protecting Clinical Independence
The reforms also address concerns about commercial pressure on vets. Practices must have written policies ensuring that veterinary professionals are empowered to offer independent, impartial advice — free from undue commercial pressure from their employers.
Complaints and Redress
The current complaints system was found to be ineffective, with no mandatory process for practices. Under the new rules, practices must follow a transparent, accessible in-house complaints process and engage in mediation where disputes cannot be resolved.
When Will These Changes Take Effect?
The CMA has six months from the report date (24 March 2026) to put legally binding Orders in place — meaning Orders will be finalised by 23 September 2026. Once in place:
- Most remedies will come into force within 3 to 12 months
- Larger corporate groups will need to comply first
- Smaller independent practices get an additional 3 months to implement changes
- Prescription fee caps must be in place by March 2027 (September 2027 for smaller practices)
Industry Reaction
The British Veterinary Association (BVA) welcomed the measures, with president Rob Williams saying they would "help pet owners make more informed choices". However, he noted that delivering "highly skilled veterinary medicine is costly" and that practices have not been immune to rising costs affecting all businesses.
CVS said it was "pleased" the CMA had considered industry feedback, noting it already publishes price lists. Vets for Pets (Pets at Home) said it looked forward to "being part of ongoing discussions" on modernising legislation.
What This Means for You
These reforms are a huge win for pet owners across the UK. Here's what you should do:
- Ask your vet for a written prescription for any long-term medication — you could save £200+ a year buying online
- Compare prices using The Vet Price Comparison Site as practices begin publishing their price lists
- Check ownership — find out whether your local practice is independent or part of a corporate chain
- Request written estimates for any treatment expected to cost £500 or more
- Review your pet care plan to make sure it offers genuine value for the services you actually use
Sources: GOV.UK — CMA Final Report, BBC News, The Guardian, MoneySavingExpert