In March 2026, the UK Competition and Markets Authority (CMA) published a market investigation into veterinary services for household pets. Beginning September 2026, new Competition and Markets Authority (CMA) requirements around pricing, ownership transparency, and client communications will roll out across veterinary businesses. Compliance will then be phased in over the following 3–12 months, but clinics should start preparing their websites, booking flows, and client communications processes to align with these new expectations so that the process is manageable (which the Royal College of Veterinary Surgeons—or RCVS—will be monitoring).
With smaller practices expected to have additional time, and current BVA requirements suggesting businesses will likely have until early 2027 to fully comply. Please click here to view the UK Vet Sector Timetable for Remedies.
With Vetstoria’s 24/7 online booking and done-for-you veterinary websites, we’ll work with you to set up your booking confirmations and website to meet the new requirements on pricing, ownership, and medicines disclosures. You provide your prices and details—we build the page structure and lock the required fields into your confirmation emails. If you’re unsure whether your current setup is ready, here’s what you need to know and how Vetstoria can support you.
IMPORTANT: Vetstoria provides the website and booking infrastructure templates designed to accommodate the CMA’s pricing, ownership, and transparency requirements. There are more remedies listed in CMA’s final report. We recommend clinics review the full report, as Vetstoria is referring to remedies only related to booking and websites. Vetstoria strictly acts as a supportive system to assist clinics in evaluating their readiness and is not liable for any regulatory compliance issues or penalties. Clinics maintain sole responsibility for conducting their own due diligence, checking specific timetable thresholds, and verifying final regulatory alignment.
What is the new veterinary CMA regulation and why does this matter?
After closely reviewing the veterinary industry and various business models, the CMA has introduced a wide-ranging package of remedies designed to improve:
- Price transparency
- Consumer protections
- Treatment and referral transparency
- Complaints handling
- Access to information across the vet space
If RCVS or CMA identify that a clinic is non-compliant, the CMA may enforce punitive actions—with the most impactful being a financial penalty capped at an extremely high 5% of the business’s annual turnover.
Other risks for non-compliant veterinary businesses include:
- Pet owners can experience unexpected costs (or “bill shock”) when fees aren’t clearly communicated upfront.
- Corporate veterinary groups often struggle to roll out consistent information across dozens, sometimes hundreds, of clinics and brands.
- When pricing for routine veterinary services isn’t visible, trust erodes and it becomes far harder for owners to compare treatment options. This ultimately limits consumer choice.
In short, this means clinics must now make pricing and key business information much easier for pet owners to find—both in their online booking journey and across their websites.
How Vetstoria works with clinics to meet CMA’s remedies on pricing transparency
Vetstoria Online Booking [Coming Soon]
Meeting pricing transparency requirements doesn’t have to require overhauling your entire booking workflow. Vetstoria’s 24/7 online booking makes compliance straightforward: pricing displays, confirmation emails, and customisable templates all work together so clinics can stay aligned with new requirements.
1. Appointment pricing transparency
Clinics will need to configure a starting price for each appointment type directly within Vetstoria. For example, a Vaccination Appointment may be set at £45, while a First Consultation Appointment could be set at £60. Once an appointment is booked, the confirmation email automatically includes a dedicated starting price transparency section.
2. New merge fields in email templates
From July 2026, clinics using Vetstoria Online Booking will be able to customise the wording of the pricing transparency section directly in Vetstoria’s email template editor at any time. Appointment type, tax labels, starting price details, and the full price list URL are pulled automatically from the booking platform, so the structure stays compliant while the language stays on-brand.
Vetstoria Websites
The new requirements stretch well beyond the booking journey. As regulations continue to evolve, clinics need websites that clearly communicate ownership, pricing, and medication information, and they need to maintain that transparency consistently across every page. Vetstoria’s done-for-you websites are built with these requirements in mind. Note that you’ll need to be a Vetstoria Websites customer in order for us to update your website for you.
1. Websites built for veterinary compliance
Vetstoria Websites helps veterinary professionals across independent practices and corporate groups publish clear, compliant information online. Standardised website sections make it easy to display out-of-hours provider details, staff qualifications, accreditations, a clear complaints procedure, Practice Standards Scheme information, and other key consumer-facing content in a consistent and accessible format. For multi-site groups, website branding, headers, footers, metadata, and other shared content can also be managed centrally and updated across every clinic website from a single location.
2. Website pricing pages designed for transparency
Every Vetstoria website includes a dedicated, mobile-optimised pricing page that is prominently featured and is within one click from the site’s main navigation. Pricing for routine veterinary services can be displayed using standardised pet and weight categories, making it easy for pet owners to find and compare costs. Pricing information can also be connected to booking data, helping practices keep website pricing accurate, accessible, and compliant.
3. Pharmacy information presented clearly online
Vetstoria Websites includes a dedicated pharmacy page designed to support medicines transparency requirements. Vet practices can cap prescription fees and publish prices for commonly sold flea, tick, and worming products alongside full product names, active ingredients, dosage details, and a prominent link to the VMD Register. Referenced product alternatives can also be highlighted where required, helping pet owners access important medicines and information directly from your website.
4. Care plans & additional vet services explained on your website
Dedicated care plan pages allow practices to clearly present plan benefits alongside standalone service pricing, helping pet owners understand inclusions and potential savings. Website pages can also display parasiticide pricing, cancellation terms, and comparison information. Cremation services should be incorporated directly into the website pricing page for transparency. Note that pet care plan information must be provided by your clinic so we can make the updates for you.
We’ll help your website and online booking become CMA ready
The CMA’s new requirements must be visible through customer communications, in-clinic signage, and the clinic website. The good news is that meeting some of these requirements doesn’t have to be complicated: Vetstoria Online Booking and Vetstoria Websites support pricing, ownership, and medication transparency in your appointment confirmation emails and website.
More than supporting CMA compliance, you can consider Vetstoria an investment in your clinic’s growth. With 40% of veterinary appointments being booked out of hours, you’ll be able to secure more revenue and save time with 24/7 online booking through a professional, done-for-you website.
Get a demo at Vetstoria.com to see how Vetstoria Online Booking and Websites can help your clinic with CMA compliance and sustainable, long-term growth.
IMPORTANT: Vetstoria provides the website and booking infrastructure templates designed to accommodate the CMA’s pricing, ownership, and transparency requirements. There are more remedies listed in CMA’s final report. We recommend clinics review the full report, as Vetstoria is referring to remedies only related to booking and websites. Vetstoria strictly acts as a supportive system to assist clinics in evaluating their readiness and is not liable for any regulatory compliance issues or penalties. Clinics maintain sole responsibility for conducting their own due diligence, checking specific timetable thresholds, and verifying final regulatory alignment.
Frequently asked questions (FAQ)
1. What is the CMA and why is it regulating the veterinary industry?
The Competition and Markets Authority (CMA) is the UK government regulator that ensures markets work fairly for consumers and businesses. After identifying concerns about pricing transparency, animal welfare, consumer protection, and information access in the veterinary sector, the CMA has introduced remedies to improve how clinics operate and communicate with pet owners. The Royal College of Veterinary Surgeons (RCVS) will be monitoring these new requirements under the CMA’s directive and broader regulatory framework.
2. What areas does the new CMA regulation cover?
The remedies focus on price transparency, written prescription fee caps, consumer protections, treatment and referral transparency, the complaints process, and broader access to information across the veterinary industry.
3. What happens if my clinic doesn’t comply with the new CMA remedies?
Non-compliance can result in warning letters, mandatory corrective actions, civil court proceedings, financial penalties of up to 5% of annual turnover, reputational damage, and private legal claims from pet owners who suffer loss.
4. Can pet owners take legal action against my clinic directly?
Yes. If a pet owner or third party suffers loss or damage as a result of a breach of a CMA Order or Undertaking, they can bring their own legal action against the business—separate from any action taken by the CMA itself.
5. How does Vetstoria Online Booking help with CMA price transparency?
Vetstoria Online Booking allows clinics to configure consultation prices for each appointment type, automatically displays pricing in booking confirmation emails, and includes a link to the clinic’s full price list.
6. Can I customise the pricing transparency section in confirmation emails?
Yes. Beginning in July 2026, clinics can customise the wording of the pricing transparency section in Vetstoria’s email template editor, while appointment type, tax labels, starting price details, and the price list URL are pulled automatically from the platform.
7. How do Vetstoria’s websites support ownership transparency?
Vetstoria Websites displays Main Entity ownership details across headers, footers, homepage banners, and metadata, ensuring pet owners can find ownership information easily wherever they’re browsing on the site.
8. Do Vetstoria’s websites help with medicine disclosure requirements?
Yes. Pharmacy Pages include parasiticide pricing, dosage details, active ingredients, VMD retailer links, and Reference Product disclosures for own-brand medications—all formatted to support CMA medicine disclosure expectations. Please note that all details must be accurately submitted by your clinic.
9. Can Vetstoria Websites update my existing website to meet the new CMA compliance requirements?
Vetstoria only provides website updates for clinics that are existing Vetstoria Websites customers. Once you are a Vetstoria Websites customer, we’ll ensure the CMA pricing and ownership requirements are covered throughout your new website.
10. How can I see Vetstoria products in action?
You can book a demo at Vetstoria.com to see how Vetstoria Online Booking and Vetstoria Websites help clinics like yours meet CMA requirements.
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