How can veterinary practices prepare for the CMA’s new reforms?
On Tuesday 24 March, the Competition and Markets Authority (CMA) concluded its market investigation and published a package of remedies for the veterinary sector, aimed at improving transparency, pricing and consumer choice.
While the CMA’s outcome has now been issued, the final legally binding order and supporting guidance are still to be published. As a result, the precise requirements and implementation dates may be refined as the process progresses. Veterinary practices should nonetheless begin preparations now, as the changes are expected to affect multiple areas of day‑to‑day operations, including pricing, billing, prescriptions, websites and internal governance. Below is a short summary of the key reforms and practical steps your practice can take to prepare.
CMA veterinary reforms: summary of key changes and expected implementation dates
The CMA has published its final package of remedies, but detailed guidance and the legally binding order are still to follow. As a result, some requirements and implementation expectations may be clarified or refined ahead of the reforms coming into force. Veterinary practices should monitor further CMA and RCVS updates as the timetable progresses.
| Reform | What this means for practices | Indicative implementation timing (subject to the final CMA order) |
| Publish full price lists for standardised services. | Comprehensive price lists covering consultations, common procedures, diagnostics, prescriptions and cremation services must be publicly available. |
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| Transparent pet plan pricing and claimed savings. | Practices must clearly show what each pet plan includes, the price of individual elements, and how any stated discounts or savings are calculated. |
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| Clear cremation pricing. | Practices must set out all cremation choices and prices, including lower‑cost communal cremation and any extras, in a simple, accessible format. |
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| Basic practice information. | Clear, accessible information about services offered and how clients can engage with the practice. |
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| Transparent disclosure of corporate group ownership. | Any practice that is part of a larger group must clearly show that relationship on signage and digital channels, so clients know who owns the business. |
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| Prescription transparency and fee caps. | Practices must offer written prescriptions by default and inform clients of their right to purchase medicines elsewhere. Prescription-writing fees will be capped at £16. |
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| Written estimates for treatments over £500 and itemised bills. | For non‑emergency treatments expected to cost £500 or more, practices must give a written estimate in advance and provide a detailed, itemised bill afterwards. |
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| Robust, transparent complaints handling and mediation. | Practices will need a documented complaints procedure that meets CMA criteria and provides a clearly communicated route to redress. Front-of-house and clinical teams should be trained so they can confidently explain the process to clients. |
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| Policies to protect independent clinical judgement. | Practices must create and follow policies that ensure vets’ clinical decisions are not steered by sales targets or other commercial incentives. |
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| Fair terms for out-of-hours (OOH) services contracts. | Practices that use external out‑of‑hours providers must avoid contracts with excessive notice periods or disproportionate exit fees that restrict switching. |
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| Royal College of Veterinary Surgeons (RCVS) ‘Find a Vet’ service. | Practices must supply accurate price and ownership information to support consumer comparison with nearby practices. |
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How will the CMA order work?
- The CMA expects to make its final legally binding order by 23 September 2026.
- The order will specify exactly what practices (and corporate groups/OOH providers) must do within the next 3-12 months and may also be supported by guidance explaining practical expectations.
- Smaller veterinary businesses are expected to be given three months extra to implement the proposed changes.
- Once in place, practices must abide the new reforms as law.
Impact on profitability and cashflow
While the CMA’s reforms are designed to improve transparency and consumer choice, they are likely to put downward pressure on income streams and increase overheads, particularly in the early years.
Clearer price lists, detailed pet plan and cremation pricing, and greater prescription transparency may reduce scope for higher mark-ups and even encourage more price-sensitive behaviour, including clients sourcing medicines elsewhere. Without a review of fee structure, this could erode margins,
Additionally, practices are likely to face one-off and ongoing costs to update websites and materials, adapt billing and estimating processes, train teams, manage higher prescription volumes and operate a more structured complaints process, all of which can affect short-term profitability and cashflow.
However, over the long-term, practices that shift early to transparent, well-explained pricing and plans may benefit from strong client trust, steadier plan income and fewer disputes or write-offs, helping to offset some of the initial financial impact.
While final details are still to be confirmed, the following steps can help practices prepare in a proportionate and flexible manner ahead of the CMA order.
Practical next steps for your practice
Update client-facing information
- Review and update your website, reception materials and client literature so they include clear price lists, basic practice information and, where relevant, transparent ownership disclosure.
- At the same time, audit pet care plan and cremation pricing to ensure it is obvious what is included, what is optional, and how any savings are described.
Prepare for cost transparency in everyday workflows
- Introduce itemised billing as standard and create simple written estimate templates for higher‑cost treatment plans, so teams are ready to use them consistently once the rules apply.
- Build staff confidence in talking about prices, estimates, cremation choices and payment expectations with clients.
Implement a prescribing protocol
- Put in place a clear protocol for issuing written prescriptions (including same‑day prescriptions where appropriate) and for routinely informing clients they can buy medicines elsewhere.
- Update your charging structure to reflect the new prescription fee caps and consider the impact on medicine sales and overall profitability if more medicines are sourced externally.
Strengthen complaints and redress arrangements
- Publish a clear complaints policy, accessible online and in practice, and ensure it aligns with the new requirements and future Royal College of Veterinary Surgeons (RCVS) redress mechanisms.
- Train front‑of‑house and clinical teams so they understand the complaints process and can explain it confidently and consistently.
Review contracts and clinical governance
- Review out‑of‑hours (OOH) service contracts now, focusing on notice periods and exit fees, and prepare to renegotiate terms that will not meet the new “fair terms” standards.
- Update written policies on clinical independence, prescribing, estimates and complaints so that commercial targets cannot override clinical judgement.
Plan against the implementation timetable
Build a simple internal roadmap that sequences these actions in line with the CMA timetable, starting with basic information, price lists, complaints and OOH contracts, then phasing in prescriptions and written estimates as their deadlines approach.
Why early preparation matters
Although implementation will be phased, many of these changes affect operational processes, systems and profitability. Leaving preparation too late could create compliance risk and commercial pressure. Starting now allows practices to spread implementation costs, update systems in a controlled way, review pricing strategy and margins, and communicate changes clearly to clients. With the CMA’s focus on transparency and consumer choice, practices that embrace that approach early are likely to be better positioned when the final rules take effect.
How can Price Bailey help?
Price Bailey’s team of veterinary sector specialists can help practices understand the financial impact of the CMA’s proposals. We can support you and your practice with reviewing pricing structures for transparency and sustainability and support the implementation of updated billing and reporting processes. By providing clear financial insight and assisting with strengthening internal controls, we help practices stay compliant while protecting profitability as the reforms come into force.
To speak with one of our veterinary sector specialists today, fill in the form below.
We always recommend that you seek advice from a suitably qualified adviser before taking any action. The information in this article only serves as a guide and no responsibility for loss occasioned by any person acting or refraining from action as a result of this material can be accepted by the authors or the firm.
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