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Online dispenser Pharmacy2U has welcomed the markets watchdog's decision to force veterinary practices to be more transparent about the prices they charge for pet medicines and other services.

Yesterday (October 15) The Competition and Markets Authority published its provisional decision following an investigation into the £6.3bn vet services market, finding that the current regulations are "not fit for purpose" and must modernise "to keep pace with commercial practice and ensure pet owners are protected".

The CMA found that pet owners are often in the dark about the rates for commonly used services and "may be paying twice as much for commonly prescribed medicines from vet practices than they could pay online, amounting to hundreds of pounds more than they need to pay".

The watchdog also found that consumers pay on average 16.6 per cent more at vet practices that are part of large chains, often without realising that the practice is part of a national chain.

Its recommendations include capping pet medicine prescription prices at £16, requiring vets to make comprehensive price lists public and declare if they are part of a chain, as well as calling for the creation of an independent price comparison website.

Commenting on the news, Pharmacy2U CEO Kevin Heath said the CMA had highlighed "the importance of transparency in pet medication pricing and the 50 per cent-plus savings that can be made online".

"The CMA’s proposal to improve price transparency will empower pet owners to make informed choices and help ensure that essential treatments remain both accessible and affordable for all," said Mr Heath, who claimed his company has served over 100,000 pet owners to date "and growing".

Martin Coleman, chair of the CMA's inquiry group, commented: "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.

"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.

"Even where pet owners could access some of this information, it is difficult for them to compare prices and services – despite the fact that, in most of the country, there are several local practices they could choose between."

The British Veterinary Association welcomed the CMA's recognition of the sector's reform efforts since the inquiry launched in 2023 and acknowledged that the 1966 regulations need updating, but added: “There are, however, some concerns around the potential remedies outlined in the consultation papers, particularly around medicines, out of hours care, cremations and standardised price lists. 

"We will look closely at the detail of these in the coming weeks and formally respond to the CMA. 

"It’s vital that any measures the CMA presses forward with do not risk undermining the ability of veterinary professionals to do their job or compromise the sustainability of the sector, which could have negative consequences for the welfare of the animals in our care.”

The CMA indicated its final decision will likely come in February or March 2026.