CMA pushes for major reforms in UK vet market

The UK’s Competition and Markets Authority (CMA) has provisionally concluded that the veterinary services market for household pets is not functioning effectively and has proposed a package of 21 measures designed to increase competition and cut costs faced by pet owners. The CMA’s provisional findings, published on 15 October 2025, form part of an ongoing statutory market investigation under the Enterprise Act 2002 that has now run for almost a year and a half and is due to conclude in Spring 2026.

The vet industry first came under scrutiny from the CMA in September 2023 amid concerns about competition in the industry and consumer protection considerations. The CMA’s preliminary market investigation report has now highlighted that average veterinary prices have risen by more than 60% since 2016. It has also found that pet owners often lack clear information on treatment costs, ownership structures of veterinary practices, and alternative options for medicines.

The CMA has provisionally concluded that a lack of sufficient information available to consumers, combined with the urgency and emotional nature of veterinary treatment decisions for pets, have created conditions where competitive pressure is dampened and profitability in parts of the market is “much higher” than expected.

“The CMA’s provisional findings and wide-ranging recommendations mark a significant moment for the UK’s veterinary sector,” said Angelique Bret, competition law and consumer protection expert at Pinsent Masons.

“The CMA is signalling that transparency and consumer empowerment will be at the heart of its approach in addressing the issues it has identified. Businesses will need to consider how to implement these requirements and balance them against clinical considerations.”

The CMA’s extensive proposals (314-page / 2.7MB PDF) include mandatory publication of price lists online and in practices, written estimates for treatments likely to exceed £500, itemised medical bills, and clearer pricing information for consumers about pet care plans and cremation services.

Prescription fees would be capped at £16, with vets required to signpost cheaper online sources for medicines to their clients. Out-of-hours contracts would be easier for vet practices to terminate where they believe there is a better alternative for their customers. Ownership disclosure – clarifying which large corporate group a veterinary practice belongs to - would become compulsory, with the CMA also looking at how online price comparison tools may be improved to help consumers meaningfully compare different vet practices and their service offerings.

Significant legislative reform is also recommended - to replace the existing Veterinary Surgeons Act 1966 which the CMA describes as “not fit for purpose” - and bring veterinary businesses, rather than just individual professionals, within scope of regulation. 

A new compliance framework would also expand the role the Royal College of Veterinary Services - the current sector regulator - with greater transparency and independence safeguards required at multi-practice groups and more robust complaints processes to be implemented.

“The CMA's provisional recommendations go beyond publishing price lists, and also touch areas such as governance, IT systems and incentive structures,” said Tadeusz Gielas, competition law and consumer protection expert at Pinsent Masons.

“The CMA's emphasis on written prescriptions and informing consumers about the ability to purchase medicines from online pharmacies could affect revenue models, while ownership disclosure and comparison tools may intensify local competition between vet surgeries.”

He added: “If the UK government acts on the CMA’s recommendation for legislative reform, we could see a significant shift in regulatory oversight, with direct obligations on businesses and stronger enforcement mechanisms. That would have significant implications for compliance and risk management in the sector.”

Commercial law expert Nicole Livesey of Pinsent Masons said that the CMA “should recognise the positive impact that corporate groups bring to consumers. These benefits include cutting-edge animal hospitals, accessible first opinion practices, and advancements in animal health innovation”.

The CMA has launched a public consultation on its provisional findings, which runs until 12 November, with response hearings expected later this year and a final market investigation decision due in early 2026.

If the provisional findings are finalised, the measures that do not require legislation could be implemented through a legally-binding CMA order. Some changes likely to take effect before the end of 2026, though smaller vet practices are expected to be given longer lead‑times to comply.

Gielas said: “Remedies imposed via CMA orders will enable the authority to directly enforce compliance. Following recent DMCC Act reforms, companies that breach a CMA order can be fined up to 5% of their global annual turnover, which significantly increases risk exposure for businesses that do not comply.”

“Notably, the current remedy proposals follow earlier stakeholder consultation on a remedies working paper the CMA published in May 2025. It is encouraging to see the CMA not pursuing more intrusive interventions such as general price controls.”.

Bret added: "The CMA’s provisional decision also considers the impact of consolidation and vertical integration in the industry, which could have implications for future merger review in the vet services industry. Beyond merger control, the CMA’s stance signals that competition and consumer law considerations will have a more important role in investment decisions and business operations in this sector for the foreseeable future.”

The CMA’s approach in the veterinary services market investigation reflects a broader trend towards consumer‑facing remedies by the authority, which are intended to improve price transparency and empower consumers to make well-informed purchasing decisions. Similar themes have emerged in other recent CMA's market studies and market investigations involving infant formula, housebuilding, and - to a lesser degree - cloud infrastructure services.