Burnham Announces “Everyday Fixes” to Ban Fake Discounts and End Subscription Traps

Prime Minister Andy Burnham, who took office in late July, launched a cost-of-living push that includes two flagship measures: a ban on misleading “pretend” discounts and new rules to stop hard-to-cancel subscription traps. The proposals build on the Digital Markets, Competition and Consumers Act (DMCCA) of 2024 and echo plans first announced by the previous Labour government in April. Burnham framed the actions as the first steps of a broader “everyday fixes” agenda aimed at giving households “room to breathe”.

Nottinghamshire Post

• Government estimates put annual spending on unwanted subscriptions at £1.6 billion.

The Guardian

• The discount ban could save consumers £400 million a year, roughly £14 per month per unwanted subscription.

The Guardian

• About 155 million active subscriptions exist across the UK, with the average household holding three and spending roughly £500 annually on them.

PM starts roll out of ‘everyday fixes’ on the cost of living – ending rip-off discounts and subscription traps

• The new subscription rules will take effect in January 2027 and introduce a 14-day cooling-off period for trial or renewal cancellations.

South China Morning Post

The government said the measures will require businesses to provide clearer upfront information, regular reminders and an easy exit route for contracts.

South China Morning Post

The News Media Association warned that the arbitrary new deadline could short-change consumers while forcing businesses to divert resources away from product development. Economic analysts at the National Institute for Economic and Social Research cautioned that the government faces a £4.7 billion deficit in defence spending and limited fiscal space for additional measures.

The Independent

Estimates of the consumer benefit vary: Downing Street cites a £400 million annual saving, while the Independent reports a potential £170 per person impact. No source provides a detailed breakdown of how the discount ban will be enforced under the DMCCA, leaving uncertainty about enforcement mechanisms and penalty levels.

The Guardian

An autumn consultation will decide which discount-related tactics—such as fake “was” prices, invented reductions and misleading recommended retail prices—will be added to the DMCCA’s prohibited list. The next budget, scheduled for 28 October, will reveal how the government plans to fund the measures amid broader fiscal constraints.

The Guardian

• “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.” — Andy Burnham, new prime minister

The Guardian