How can veterinary practices prepare for the CMA’s proposed reforms?

With the goal to improve transparency, pricing clarity and consumer choice in the UK veterinary sector, the Competition and Markets Authority (CMA) has proposed a package of remedies.

Although the final decision is expected in early 2026, many of the proposed changes will require practices to make varying changes, including updates to websites, billing processes, prescription procedures and internal policies. Below, is a quick read summary of proposed reforms and an outline of how your veterinary practice can be preparing now.

What are the key reporting and transparency requirements?

Publish clear price information and ownership details

Practices will need to make comprehensive price lists easily accessible both online and in-practice and clearly disclose whether they are part of a corporate group. This means reviewing your website, reception materials and client literature to ensure pricing is visible, understandable and up to date.

Provide written estimates and itemised invoices

For treatment plans costing over £500, including aftercare, practices will be required to provide written estimates in advance and issue itemised invoices. This is intended to improve cost transparency and reduce unexpected bills for clients. Standardised templates and updated billing systems may be needed.

Increase prescription transparency (with a £16 fee cap)

Under the proposals, practices must offer written prescriptions by default and inform clients, both verbally and in writing, of their right to purchase medicines elsewhere. Prescription-writing fees will be capped at £16. There may be a commercial impact if more clients choose to source medicines externally, so practices should assess how this could affect profitability and margin on pharmaceutical sales.

Clearly price care plans and cremation services

Pet care plans and cremation services must have clearly stated pricing that sets out what is included, any optional extras, and any exclusions or add-ons. Ambiguity around bundled services is a particular focus area, so clarity is essential.

Maintain a compliant complaints procedure

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.

Protect impartial clinical advice

Policies must ensure veterinary professionals can make treatment recommendations in the animal’s best interests, free from commercial bias. For corporate-owned practices, governance and internal controls may come under greater scrutiny.

What can practices do now to prepare?

Review and update website, reception materials and client literature to include price lists and ownership disclosure.
Introduce itemised billing and standard written estimate templates for high-cost treatment plans.
Implement a prescription protocol (same-day written prescriptions where appropriate) and apply the £16 fee cap.
Consider potential impact on profitability on the sale of medicines if these are sourced elsewhere.
Publish a clear complaints policy and train front-of-house and clinical teams on the process.
Audit pet care plan and cremation pricing; ensure clarity on inclusions and optional extras.

Why early preparation matters

Although implementation is likely to 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.

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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