Prime Minister Andy Burnham has pledged a series of targeted measures aimed at tackling the cost of living crisis, specifically focusing on banning deceptive retail discounts and simplifying the process for consumers to cancel unwanted subscriptions. These initiatives represent the first in a range of “everyday fixes” that the government intends to implement in the coming months to provide tangible financial relief to households.
The crackdown on these “rip-off” business practices is expected to benefit consumers by approximately £400m annually. Writing for, the Prime Minister stated that his government would intervene wherever possible, placing the cost of living at the heart of his premiership. “We won’t be able to solve every frustration overnight,” he wrote. “But where the government can save people money, remove an unnecessary obstacle or simply make something work better, we should and we will.”
Ministers are scheduled to consult this autumn on the precise scope of the practices to be covered and the mechanics of the ban. Downing Street hopes the measures can be implemented as soon as possible and does not expect a lengthy parliamentary process, intending to introduce the changes through secondary legislation.
The proposed changes are specifically designed to stop retailers from inflating the price of an item before applying a discount, a practice that gives shoppers the false impression they are receiving a larger bargain than is actually the case. Burnham noted: “If something is advertised as half price, it should actually be half price. We’ll make sure that when families snatch a deal, they can be confident they’re actually saving. That’s the least they deserve when budgets are so tight.”
In addition to retail reforms, the government is accelerating new protections against subscription traps, moving the implementation date forward from next spring to January. These rules will mandate that businesses provide clearer information during sign-up, issue regular reminders about active subscriptions, and simplify the cancellation process. Furthermore, customers will be granted a 14-day cooling-off period following the end of a trial or the renewal of a long-term contract.
Government data indicates that the average person holds approximately three subscriptions, spending about £500 a year. With roughly 155 million active subscriptions across the UK, consumers currently spend about £1.6bn annually on services they no longer want. Ministers estimate that these new rules will allow consumers to save an average of £14 a month for every unwanted subscription they are able to terminate early.
“Too many companies want you to sign up in seconds but then make it feel impossible to leave. It’s exhausting,” Burnham remarked. While the Prime Minister has promised “bigger plans to make life easier and fairer for people over the longer term,” Downing Street has yet to provide specific details on what those future policies will entail.
The challenge for the Prime Minister remains whether these smaller, consumer-oriented interventions will provide the level of savings that households notice while they remain under significant financial pressure. Citizens Advice welcomed the announcement but cautioned that these measures “can’t be the end of the story” regarding consumer protection.
The announcement coincides with Burnham’s plans to spend the remainder of the summer traveling across Britain to reconnect with voters, particularly in regions where Labour has seen a decline in support. “I’ll be asking people what action they want to see on the cost of living,” Burnham wrote. “Because if we want to find the problems that make everyday life harder, we need to listen to the people dealing with them.” Downing Street has not yet confirmed whether the feedback gathered during this tour will influence the next round of “everyday fixes.” The report also notes that customers will also be given a 14-day cooling-off period after a trial ends or a long-term contract renews. The report also notes that and about £1.6bn a year is spent on unwanted ones, there are about 155m active subscriptions across the UK. The report also notes that whatever the size, big or small, if it’s a problem for you, it’s a problem for us, burnham wrote: “As far as I’m concerned. The report also notes that and the whole of government is united on that, that’s why I’ve made it clear from day one that creating room to breathe is my number one priority. The report also notes that “Every single unexpected payment, rip-off or hidden catch chips away at hope. The report also notes that that might sound dramatic – but it’s true. The report also notes that every single one is another message that thiscountry is built to catch people out rather than help them get on.”.
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