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The Competition and Markets Authority (CMA) has published proposals to overhaul how the veterinary market works. While this review focuses on vet businesses, its findings provide some useful insights for businesses of all types - particularly around transparency, communication, and customer confidence.

What’s happening

The CMA’s investigation found that many pet owners struggle to understand what they’re paying for when they visit the vet. Prices are often unclear, comparisons are difficult, and complaints can be hard to make when things go wrong.

The market has also changed dramatically in recent years. Independent practices have been bought by larger corporate groups, and yet many clients don’t realise who actually owns their local surgery. Between 2016 and 2023, average vet prices rose by more than 60% - well above inflation - and in some cases, prices increased faster after businesses were taken over by bigger groups.

The CMA concluded that the current regulatory system doesn’t keep up with how the sector now operates. It regulates individual professionals, but not the businesses behind them.

The proposed changes

To address these issues, the CMA has suggested a wide-ranging package of 21 measures. The proposals include:

• Requiring vet businesses to make ownership clearer and to be more open about their services and fees. A price cap of £16 on prescriptions is also proposed.  
• Requiring vets to explain where clients might find cheaper medicines and to provide prescriptions automatically, with a cap on what practices can charge for issuing them.  
• Providing clear price information when pet owners are choosing a treatment, putting estimates of prices for treatments over £500 in writing and providing itemised bills.  
• Making it easier for customers to compare local options through an improved “Find a Vet” website that will include price information.  
• Modernising the regulatory framework to cover veterinary businesses, not just individual vets, to ensure proper standards and fair handling of complaints.

The CMA’s consultation runs until 12 November 2025, with their final decision expected by March 2026. They are encouraging vet businesses to carry on and make changes that would benefit their customers in the meantime.

What it means for other business owners

Even if you’re not in the pet care world, there are some good lessons here. The CMA’s proposals underline how crucial transparency and clear communication have become in building client trust.

Customers increasingly expect to understand how a service is structured, who owns the business, and what they can expect to pay.

The CMA’s final decision is due in early 2026, but the message for business owners is already clear: transparency builds trust, and trust sustains long-term client relationships.

See: https://www.gov.uk/government/news/major-reforms-would-require-vet-businesses-to-make-fundamental-changes-to-the-way-they-support-pet-owners