Subscription traps: the new rules start in January 2027. How to cancel free trials now

What's happened

New rules to end "subscription traps" will come into force in January 2027, the government said on 9 August 2026. Businesses will have to give clearer information up front, send reminders, and make it much easier to leave. There will also be a new 14-day cooling-off period after a free trial ends or a long contract renews.

Until then, none of this is law. On legislation.gov.uk, the subscription sections of the Digital Markets, Competition and Consumers Act 2024 (DMCC Act) are still marked "prospective", which means they haven't come into force, and the regulations that will switch them on haven't been published yet. That matters this month, because Black Friday is full of free trials and cut-price first months that roll on to the full price.

At a glance

• Start date: January 2027. That's earlier than the spring 2027 date in the government's April 2026 consultation response.
• Reminders before free trials and contracts of 12 months or more renew.
• Easier exits. If you signed up online, you'll be able to leave online.
• A second cooling-off period of 14 days after a trial ends or a long contract renews.

Why it matters

The government says there are around 155 million active subscriptions in the UK, and that people spend an estimated £1.6 billion a year on ones they don't want. It expects the changes to save an average of £14 a month for every unwanted subscription.

What the new rules will do

The government's consultation response says reminders will have to be in writing, in a form you can keep, and "the purpose of the notice must be immediately apparent". Terms that make cancelling disproportionately difficult are to be banned, and retention offers or feedback requests mustn't "frustrate or unreasonably elongate the process". If you cancel in the renewal cooling-off period, you'll get a refund, though for a service you've been using it can be reduced in proportion to what you've had. Some memberships of charities that run cultural and heritage sites will be left out.

Your rights today

The 14-day cooling-off period. Most contracts you sign up to online or by phone come with 14 days to cancel under the Consumer Contracts Regulations 2013. If a service started early at your request, you pay only for what you've had (regulation 36). If the business never told you about your right to cancel, the cancellation period can be extended by up to 12 months (regulation 31).

Stopping the payment. Many subscriptions are paid by a continuous payment authority on your card. Citizens Advice says you can stop future payments by telling your card provider by phone, email or letter, up to the end of business on the day before the payment is due. Your card provider "has no right to insist" that you go to the company first. If a payment is taken after you've cancelled, you're entitled to your money back. Tell the company you're cancelling too, and keep proof.

A worked example

Audible's offer, checked on its site on 8 November, is Audible Standard for £0.99 a month for the first three months, plus a £10 Audible bonus, until 28 December 2026. The small print says it "auto-renews at £5.99/mo. after 3 months". Join on Black Friday and you pay £2.97 for the first three months. Forget about it, and the next twelve months cost £71.88.

The reminder rules aren't in force yet, so remembering is down to you. Audible says you can cancel monthly, so a phone reminder a few days before the third payment does the job.

What to do now

1. Before you start a trial, note the end date and the full price, and set a reminder a few days earlier.
2. Go through your bank and card statements and list every subscription. Cancel the ones you don't use.
3. If a company makes leaving hard, cancel in writing, keep a copy, and tell your card provider to stop the payment.
4. If you're charged after cancelling, ask your card provider for the money back. If it refuses, complain to it, then to the Financial Ombudsman Service.

Questions

Will the new rules cover subscriptions I already have? The government hasn't yet published the regulations that will say how existing contracts are treated. Check again when they're out.

Can I get my money back if I forgot to cancel a trial? Usually not under today's rules, though it's always worth asking. From January 2027, the renewal cooling-off period should give you 14 days after a trial ends to cancel and get a refund, less anything you've used.

Ways to save

Our Amazon page lists the Audible 99p offer and a 30-day free trial of Amazon Prime, and our HelloFresh page has 50% off your first box. HelloFresh says you can skip a week or cancel any time. Just note the date each one rolls on to the full price.

When you shop through Voucher Magpie, part of the commission the shop pays us goes to the charity or club you pick. You pay the same price.

Sources: GOV.UK: PM starts roll out of everyday fixes on the cost of living, 9 Aug 2026, GOV.UK: Government response to consultation on the subscription contracts regime, 2 Apr 2026, DMCC Act 2024, Part 4, Chapter 2, checked 8 Nov 2026, Consumer Contracts Regulations 2013, regulation 31, Consumer Contracts Regulations 2013, regulation 36, Citizens Advice: Stopping a future payment on your debit or credit card, 8 Nov 2026, Audible UK, offer checked 8 Nov 2026