Watchdog considers action as 56,000 pet owners raise concerns over high costs and lack of transparency
LONDON — British vets may soon face a temporary cap on the prices they charge for medicines as part of an ongoing investigation by the Competition and Markets Authority (CMA) into the veterinary sector. The move comes after more than 56,000 individuals submitted concerns to the regulator, many citing exorbitant costs, opaque pricing structures, and a lack of basic information.
The CMA’s latest working paper, published on Thursday, outlines a number of possible remedies intended to protect consumers and ensure fair competition within the industry. Among the measures being considered is a short-term “stabilising” freeze or cap on the prices of commonly prescribed medicines for pets — a sector many feel has grown increasingly inaccessible to the average household.
The regulator also suggested that vet practices could be required to clearly display pricing for prescriptions, dispensing fees, consultations, surgeries, and out-of-hours services both online and within clinics. The watchdog believes that greater transparency will allow pet owners to make more informed decisions, rather than being caught out at their most vulnerable moments — such as during pet emergencies or end-of-life care.
The paper reads: “While our strong preference is to support consumers to get the best prices and drive competition within the existing market structure, we are considering the possible benefits and risks of implementing a short-term, temporary ‘stabilising’ freeze or cap on medicine prices while the competition benefits of the broader package of measures come into effect.”
Additionally, the CMA raised concerns over the mark-ups on pet cremation services — often sold when owners are emotionally distressed and less likely to compare prices. The regulator hinted that such practices may warrant intervention to prevent exploitation.
The probe follows growing public unease about the dominance of large veterinary chains, many of which have acquired independent practices across the country. This consolidation has led to fears of reduced competition, with the CMA previously warning about the lack of clarity regarding ownership. Under new proposals, vets may be required to disclose whether they are part of a larger corporate group.
The CMA is also investigating whether some vets face pressure to prioritise profit over animal welfare. It is examining the extent to which financial targets or bonuses might influence the types of treatments recommended to pet owners.
The working paper concluded: “If a package containing some or all of these remedies were put into place, we expect that it would empower consumers with greater understanding of the treatment and other options open to them and the different vet practices that could provide these services. This would allow pet owners more easily to choose the right option for their preferences, budget and pet’s circumstances.”
Responding to the findings, British Veterinary Association (BVA) president Elizabeth Mullineaux said: “Many of the CMA’s potential remedies are absolutely hitting the right note, particularly around the need for greater transparency and better communication… However, there are some concerns around the potential remedies outlined in the consultation papers, particularly around medicines, out-of-hours care, cremations and standardised price lists.”
More Read
She warned that overly strict measures could harm the profession’s ability to deliver effective care and impact the long-term sustainability of veterinary services.
Which? director of policy and advocacy, Rocio Concha, welcomed the CMA’s intervention: “Millions of households across the UK consider their pet an important part of the family, however Which? research has shown that pet owners feel exposed to bad practices like unclear pricing and unnecessary treatment if their pet falls ill.”
She added: “It’s also clear that the regulation of this market is outdated… The Government needs to act quickly to modernise this once the CMA confirms its recommendations.”
The CMA is expected to publish a final report later this year, which could usher in the most significant reforms to the veterinary sector in decades.
