Britain’s pet owners could soon find themselves in a very different world when it comes to paying for veterinary care, after the UK’s Competition and Markets Authority (CMA) unveiled sweeping proposals on October 15, 2025, to overhaul pricing transparency and competition in the veterinary sector. The move follows mounting frustration from pet owners over soaring costs, a lack of upfront pricing, and confusion about whether their local vet is an independent clinic or part of a sprawling corporate chain.
The CMA’s provisional findings, published after a year-long investigation, paint a stark picture: average veterinary prices have surged by 63% between 2016 and 2023, nearly twice the rate of inflation. According to the CMA, pet owners are frequently left in the dark about treatment costs and often aren’t told whether their vet is owned by a major group or is truly independent. The watchdog’s inquiry, which focused on businesses rather than individual vets, found that 84% of veterinary practice websites failed to provide any pricing information at all—a fact that makes comparison shopping nearly impossible for consumers.
“Pet owners are often left in the dark, not knowing whether their practice is independent or part of a chain or what a fair price looks like,” said Martin Coleman, Chair of the CMA’s Inquiry Group, in the provisional decision report. “They are sometimes committing to expensive treatment without understanding the price in advance. And they do not always feel confident asking for a prescription or buying medicine online—even when it could save them hundreds of pounds.”
It’s not just the lack of information that’s troubling. The CMA found that practices owned by large veterinary groups charge, on average, 16.6% more than independent practices. For at least three of these large groups, prices increased even faster at practices they acquired compared to those that remained independent. The report also noted that profits across a substantial part of the market are much higher than they would be if competition were functioning effectively.
“For a substantial part of the market as a whole, profits are much higher than they should be if competition was working well,” the CMA stated. The regulator concluded that the current system, which only oversees individual veterinary professionals and not the businesses themselves, is “not fit for purpose” and must be modernized to protect pet owners.
So, what’s on the table? The CMA has proposed a package of 21 measures designed to transform the consumer experience. These include requiring all veterinary practices to publish comprehensive price lists for common procedures, disclose whether they’re part of a larger group, and provide written estimates for treatments costing over £500. There’s also a plan to cap prescription fees at £16 and make it easier for pet owners to access cheaper medicines online, including automatic written prescriptions for frequently needed medications—unless the pet owner opts out.
The CMA also wants to see a new comprehensive price comparison website, enhanced complaint processes, and regular customer satisfaction surveys that compare large corporate groups with independent practices. Vets would be required to give clear price information for cremations and pet care plans, and the Royal College of Veterinary Surgeons’ ‘Find a Vet’ website would be upgraded to include pricing data. Practices would also find it easier to terminate out-of-hours contracts with third-party providers if better alternatives exist.
Implementation of these reforms would come through a legally binding CMA Order, with some measures possibly in force before the end of 2026. Smaller vet businesses would be given extra time to comply, reflecting the administrative burden some of these changes could bring. The CMA, however, is confident that the benefits to consumers will far outweigh the costs to businesses.
The proposals have already triggered strong reactions across the industry. Shares of CVS Group, one of the UK’s largest veterinary chains, jumped as much as 18% in early London trading after the announcement, while Pets at Home saw its shares rise by up to 4.9%, according to Bloomberg. Analysts noted the market welcomed the lack of direct price controls on medicines, which could have been more disruptive for large chains.
Veterinary professionals and animal welfare groups have responded with a mix of cautious optimism and concern. Dr Rob Williams, president of the British Veterinary Association, told the BBC: “At first glance, there’s lots of positives in the CMA’s provisional decision that both vets and pet owners will welcome, including greater transparency of pricing and practice ownership.” But he also warned, “We need clarity on the proposed introduction of comprehensive price lists, because how vet care is delivered is varied and complex and unless the CMA gets this right, it could end up creating greater confusion for consumers.”
The RSPCA, meanwhile, welcomed the focus on transparency, highlighting the real-world consequences when pet owners delay or avoid seeking professional help due to uncertainty or fear over costs. “Our frontline officers sadly see first-hand the consequences when people delay or avoid seeking professional help, or even attempt to treat conditions themselves,” said Caroline Allen, the RSPCA’s Chief Veterinary Officer. “Vets are under pressure, and have a key role to play on the frontline of animal welfare—but it’s important people trust the industry.”
For pet owners like Nicole Hawley, the stakes couldn’t be higher. Hawley told the BBC she faced a £12,000 bill for emergency surgery on her dog Ernie after he inhaled a grass seed, with no insurance to help. “We were given two choices by the emergency vet, either put him down or pay an extortionate bill for surgery,” she said. “We didn’t have the money. But it took us five minutes to decide that we would find it from somewhere.” Hawley and her partner ultimately took out a loan and used savings earmarked for their wedding to cover Ernie’s treatment.
Many practices now offer monthly subscriptions covering check-ups, vaccinations, and parasite treatments, but the price and services included can vary widely. The CMA’s published price ranges for common treatments underscore the scale of the problem: vaccinations can cost between £50 and £200, neutering a dog runs £120 to £700, and emergency out-of-hours care ranges from £200 to £300. Yet, with most practices not publishing any prices online, pet owners are often left guessing until the bill arrives.
The CMA’s investigation was prompted by a flood of complaints—56,000 responses in total, including 45,000 from the general public and 11,000 from those working in the vet industry. The consultation period on the provisional findings runs until November 2025, with a final decision expected by March 2026.
While the debate continues, the message from Britain’s competition watchdog is clear: greater transparency and competition are coming to the £6.3 billion veterinary sector, and pet owners should soon have the tools they need to make more informed—and less painful—choices for their beloved animals.
