Today’s announcement from the Competition and Markets Authority (CMA) marks a significant shift for the veterinary profession, with a strong focus on transparency, accountability, and improving client choice.

Following an in-depth investigation into the sector, the CMA has introduced a series of measures aimed at helping pet owners better understand pricing, compare services, and make more informed decisions about their pet’s care.

What are the key changes?

The CMA said the reforms would start to come into force later this year.

💷 Prescription fee caps

Written prescription fees will now be capped at £21 for the first medicine and £12.50 for any additional items.

📊 Mandatory price transparency

Practices will be required to publish clear, comprehensive price lists for standard services, including consultations, common procedures, and cremation options.

🧾 Upfront estimates for higher-cost treatments

For any treatment expected to exceed £500, practices must provide a written estimate in advance—covering aftercare costs as well—alongside a fully itemised final bill (except in emergencies).

🏢 Clear ownership disclosure

Veterinary businesses will need to clearly state whether they are independent or part of a larger corporate group.

🔍 Easier comparison for pet owners

Pricing and ownership data will be made accessible through the Royal College of Veterinary Surgeons (RCVS) “Find a Vet” service, with integration into third-party comparison platforms.

💊 Increased awareness of prescription options

Pet owners must be informed that they can request a written prescription and choose where to purchase medications—potentially saving significant costs.

A positive step towards trust and transparency

Responding to the announcement, British Veterinary Association (BVA) President Dr. Rob Williams said:

“Vets care deeply for animals and anything we can do to build trust between us and their owners is a good thing. The majority of the CMA’s measures focus on increasing transparency and information, which will help pet owners make more informed choices and support competition, which is a really positive step.

We’re also pleased to see that the CMA continues to support our calls for reform of the woefully outdated Veterinary Surgeons Act, including the introduction of vet practice regulation, which will go a long way to addressing many of the issues its investigation raised.”

This response highlights a key theme underpinning the reforms: improving trust between practices and clients through clearer communication and better access to information.

What does this mean for practices?

While these changes are designed to benefit pet owners, they also represent a cultural shift for veterinary teams.

Greater transparency around pricing, clearer communication of value, and more open conversations about costs will become essential parts of everyday practice.

For many teams, this may feel like unfamiliar territory—especially when it comes to confidently explaining pricing structures, managing client expectations, and maintaining trust during potentially sensitive financial discussions.

Preparing for the future: Join our upcoming webinar

With these changes on the horizon, now is the time to strengthen your approach to financial communication.

📅 Going Live: 12:30, 21st April 2026 (BST)
The Money Conversation – Clarity for leaders. Confidence for teams

This practical, CPD-focused session, in partnership with Vet Dynamics, is designed to help veterinary professionals navigate exactly these kinds of challenges.

What you’ll learn:

• How to explain the core principles of veterinary financial sustainability

• How to interpret key elements of a Profit & Loss statement and understand true profitability

• The real impact of discounting on margins and long-term stability

• How to confidently communicate pricing and articulate the value of your professional time

• Strategies to manage pricing enquiries and build trust through transparency

• How to anticipate and handle resistance to change within your team

• A practical framework for leading clear, consistent conversations around pricing

Why this matters now

As the industry moves towards greater openness and accountability, the ability to communicate clearly about pricing and value is no longer optional—it’s essential.

This webinar will give you the tools, language, and confidence to lead those conversations effectively, support your team, and maintain strong client relationships in a changing landscape.

🎟️ Save your seat and get ahead of the changes