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Beer brand Heineken has renamed several UK pubs “The Office”, and it’s offering a free drink in a bid to entice punters in and revive the tradition of after-work drinks.

Urging people to “come back to the office”, Heineken is promising a free Heineken Original or Heineken 0.0 from Monday to Friday after 4.59pm at the five locations.

But, while the promotion is obviously designed to get a few laughs, it also reflects how hospitality businesses are still struggling with footfall all of these years after the Pandemic.

Free drinks

For office workers who fancy a pint, Heineken has set up a sign up option on its website and from there, they’ll be sent a voucher. It can be shared with up to three friends for up to one pint per punter.

The voucher is valid at nearly 1,000 pubs in the UK but only five have been renamed (albeit temporarily). These are:

• Two Bridges in Bermondsey
• The Devonshire Arms on Duke Street in London
• Atlas Bar in Deansgate, Manchester
• The Cross Keys on Earle St in Liverpool
• The Admiral Woods on Waterloo St in Glasgow

Falling footfall

The move might be a promotion for the Heineken brand but it could also bring much needed custom to hospitality businesses hit by falling custom as many office workers continue to work remotely at least a couple of days a week.

Recent data suggests that this is not something employees want to see change, valuing flexibility to the extent that they would take a financial hit to maintain it.

However, for hospitality businesses in central town or city locations, next to office buildings, this has meant a huge hit on the numbers of customers leaving work and coming in for a drink or meal.

It has been reflecting in the falling confidence of those working in this industry. In January, we reported on our annual survey of business leaders and those in the hospitality sector were the least optimistic about growth in 2025 than any other sector.

Perfect storm of problems

Lower footfall has also come at the same time as rising costs, National Insurance hikes for employers, and a shortage of talent. Those within the industry have also been vocal in their criticism of the business rates system, which is charged on property not profit.

Nick Mackenzie, Greene King’s chief executive, told The Guardian in July: “It isn’t fair that the sector has 0.4% of the rateable property but pays 2.1% of the bills. The sector is a massive employer and incredibly important for local communities, so we just feel it is important to underline how beneficial it is to tax pubs fairly.”

On top of this, proposed changes to zero-hours contracts will also hit the industry, though its impact on employee rights protection makes this a topic that has supporters on both sides.

With reports suggesting that the hospitality industry shrunk in the first half of 2025, there is no doubt that any bid to get punters through pub doors will be welcome; but it will take more than one promotion to boost an ailing industry.

The post Heineken partners with local pubs to rescue after-work pints appeared first on Startups.co.uk.

UK businesses, especially those in regulated industries, are being offered some peace of mind with new client-side encryption capabilities for Gmail accounts.

Google has released the news that it is strengthening email security for its Workspace Enterprise Plus customers.

The move will come as a relief to businesses which are rightly nervous after this summer’s spate of cyber attacks, targeting huge retailers, including M&S, Harrods and Co-op.

The attacks caused huge disruption to operations for all three businesses, including the exposure of customer data.

These businesses all have sophisticated defences and yet were still the victims of cybercrime. For startups, this news from Google is another line of protection for their business email address that is within their financial grasp.

What is E2EE encryption?

The encryption that Google is now going to offer select business customers is called E2EE or end-to-end encryption.

As Google explained in a blog announcing the roll-out of the facility, it allows “secure communication without the hassle of exchanging keys or using custom software”. Users simply select the option to compose an email and can then select the option to add additional encryption.

Google adds that this must be done before drafting an email as trying to add encryption after you have started writing will delete your draft. Users have the option of turning the extra encryption off.

The recipient will receive a notification that they have an encrypted message and will be able to access this via a guest account. As TechRadar explains, this is because “…Google has no control over recipients’ infrastructure on other providers” therefore the redirection maintains security.

The set up requires “minimal efforts for both IT teams and end users,” says Google, “…while preserving enhanced data sovereignty, privacy, and security controls.”

Why do businesses need email encryption?

Encryption is a layer of defence against cyber attacks – specifically data leaks and zero-day attacks. It essentially randomises data so that only the intended recipient can decode it, and is in common usage for everything from WhatsApp messaging to online payments.

For organisations, email encryption means that information they are sending is protected both in their inboxes but also when in transit.

This information could be anything from financial details to customer data; and businesses have compliance regulations to meet – including GDPR – set up to keep the latter safe.

The cost of crime

Earlier this year, Vodafone Business released a report about the impact of cybercrime on SMEs and found that the average cost of a cyber-attack for a small business was £3,398, with the figure escalating to £5,001 for businesses with 50 or more employees.

The report says that this equates to annual losses amounting to £3.4 billion for UK SMEs.

This doesn’t take into account the impact of a damaged reputation nor the future financial impacts as a business tries to claw back trust.

The report also warns that complacency isn’t an option; with more than a third of the businesses surveyed admitting that they had experienced a cyber incident in 2024.

As Forbes wrote in February, SMEs cannot operate under the misnomer that they are too small to be targeted. In fact, the data suggests that they are seen as “low-hanging fruit”; and as such, easy pickings.

Cybercrime Magazine adds the startling stat that 60% of small companies go out of business within six months of falling victim to a data breach or cyber attack.

The Gmail encryption adds some protection to enterprise users, but businesses must constantly evaluate the protection they have in place as one attack could mean the end for their venture.

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The Government’s Intellectual Property Office (IPO) has revealed that hundreds of thousands of fake toys have been seized at UK borders; and is warning ecommerce businesses to be ultra careful about their sources.

The warning is particularly pertinent for dropshipping ventures as they do not see the actual products that they sell, instead trusting manufacturing, customer fulfilment and delivery processes to a third party.

However, the IPO office has issued a warning that businesses selling fake toys could not only risk financial and legal consequences; but could be endangering children’ s lives.

The scale of the problem

The Government has now launched the Fake Toys, Real Harms campaign after a staggering 259,000 counterfeit toys worth £3.5m were seized at UK borders from January to August this year alone.

The report from the IPO details that 90% of the toys seized – 236,000 items – were counterfeit Labubu dolls.

It adds that 75% of seized counterfeit toys failed safety tests with both banned chemicals and choking hazards found. Of the customers that did receive the counterfeit toys, 46% “experienced serious safety issues”. These included the toys breaking instantly, unsafe labelling, toxic smells and “even reports of illness in children”, says the report.

The campaign is aiming to educate both ecommerce business owners but also customers. It is hoped that facing the reality that these toys might actually endanger children might counter the appeal of low costs.

The IPO team reports that seven in ten toy buyers are motivated by cost, and only 27% citing safety as a purchase consideration.

This campaign is pushing safety to the top of this list; and putting more onus on ecommerce business owners to stay compliant and therefore prevent these products reaching the UK.

How to spot fakes

The IPO has created a website with the Anti-Counterfeiting Group (ACG) with advice for both businesses and consumers.

It offers advice for buyers and dropshippers, including warning them to stick to trusted retailers or official brand websites and be cautious with third-party sellers on marketplaces.

Highlighting the importance of customer feedback, the guidance also recommends buyers check the reviews carefully, and be wary of prices that look “too good to be true” as counterfeits are often much cheaper.

The advice also encourages customers to be cautious when a toy arrives. It urges them to look for a UKCA or CE safety mark and a UK contact address on the packaging; check the packaging for age warnings, and make sure that there are no loose small parts, stuffing, or unsecured batteries.

Customers with any concerns are encouraged to return the toy, leave a review to warn other customers, and also report the seller and contact Trading Standards.

Stay compliant to protect your customers

For ecommerce firms, compliance is the key to ensuring that the products they sell meet Trading Standards. This means using trusted suppliers, which can prove that their products meet the safety standards set by the UK Authorities and that these standards are clearly displayed on products.

Technology including Blockchain, QR codes, and holograms can also help ensure authenticity and transparency for customers.

This means maintaining a rigorous relationship with vendors; constantly reviewing the supply chain and, for dropshipping businesses, making sure that the third-party supplier is working to the same standards as their own venture.

For a business that does fall foul of a counterfeit scam, the best course of action is to immediately share information with the relevant Trading Standards authority and work with them to both protect affected customers and stop more products entering the country.

For businesses in this space, the impact of counterfeit toys reaching their customers go beyond the legal or the financial into social responsibility.

The post Sellers warned after 259,000 counterfeit toys seized in 2025 appeared first on Startups.co.uk.

The Trump Administration has announced a clampdown on the H1-B visas that US firms have historically used to get foreign talent into the country. Changes include a potential $100,000 application fee that could put workers off even considering the country.

British firms are priming themselves to attract talent put off by the rule changes. Many are hoping the UK’s Skilled Worker Visa could be the carrot that overseas workers turn to.

The UK’s Skilled Worker Visa has its own application fees, which currently range from £769 to £1,751 (depending on duration and job type) plus an annual Immigration Health Surcharge of £1,035. Still, that’s a far cry from Washington’s six-figure proposal.

What are the H-1B changes in the US?

In a fiery and hyperbolic proclamation published in September, US President Donald Trump announced his intention to make it far more difficult for workers to get a H-1B visa.

Taking aim at technology companies in particular, he declared that “abuse” was not only costing Americans jobs but also alleged that they were being “forced to train the foreign workers who were taking their jobs”.

Not only this, but the number of H-1B visas being issued was (according to Trump) a “…national security threat by discouraging Americans from pursuing careers in science and technology, risking American leadership in these fields”. He also pointed to alleged nefarious actions of H-1B-reliant outsourcing companies including visa fraud and money laundering.

The President has proposed a $100,000 fee per application alongside changes to the salary requirements for incoming workers.

America’s loss could be UK’s gain

The British Government has already signalled that it is going to act to attract the talent put off by the US stance.

In September, at the opening of Revolut’s new HQ in London’s Canary Wharf, Chancellor Rachel Reeves said that the UK was making plans to make entry easier.

“While President Trump announced late last week that it will make it harder to bring talent to the US, we want to make it easier to bring talent to the UK,” she said.

Now a report by the Financial Times is suggesting that businesses here – and also in Canada – are already reaping the benefits.

Husayn Kassai, founder of London-based Quench.ai, told the newspaper, “We were getting second league picks. These changes open a window to the top tier of talent.”

The report also interviewed a Canadian founder who said that skilled workers might before have simply transited through his country; are now coming back for work after US visa issues.

How could UK founders benefit?

Businesses in the UK have long been bemoaning talent shortages.

As has been widely reported, there is a tidal wave of US investment coming into the UK for AI technology, and the Government is pushing hard to make the country an AI leader.

However, businesses can’t innovate without the right employees. This is where lowering fees and making visa processes simple could really help British businesses.

The Financial Times report does have caveats, though. Firstly, the UK is not the only country vying to attract talent. Other European countries are also well aware of the potential to gain skilled workers. Secondly, many countries, including our own, have seen anti-immigration rhetoric increase in recent years and this might well put applicants off applying.

There is also a chance that US businesses might just simply hire staff to work remotely therefore circumnavigating the H1-B visa issues.

Despite this, businesses looking for specific, skilled workers to fill roles have everything to gain by widening their search for talent to take advantage of any tech investment coming our way; and the Government’s focus on driving innovation.

The post US visa hike spells good news for UK tech appeared first on Startups.co.uk.

Marks & Spencer has made the headlines after doing a 180 on its approach to Christmas hours.

Last week, The Guardian reported that the retailer would require all staff to work at least one of three key post-Christmas days (26, 27 or 28 December). The change ends the chain’s long-standing tradition of an automatic day off on Boxing Day.

For hospitality businesses, it’s a familiar dilemma. If you run a bar, restaurant, or pub, you’re well aware that the festive season is simultaneously a time of cheer and a logistical nightmare for workers taking annual leave.

But with M&S’s high-profile stance on festive rotas, should smaller businesses be taking a leaf out of its book to ease the pressure?

Why M&S has gone grinch

Under M&S’s new rules, each staff member must work one of the three peak trading days between Christmas and the New Year.

Previously, most employees were automatically granted Boxing Day off, with only a smaller pool covering the rush. This was intended to give M&S employees a well-needed break with their loved ones, yet now it seems the retailer has backpedalled on its generosity.

According to the Guardian, M&S made the change because more than 40% of permanent employees and nearly 30% of seasonal workers didn’t work any of those three peak days last year, leaving stores understaffed at one of the busiest times of the year.

The new policy has so far proved unpopular. After years of enjoying a guaranteed break, some staff have called the move a “slap in the face”, describing it as more punishment than planning on internal messaging boards.

Why this matters to hospitality operators

The situation at M&S may sound familiar to anyone who works in hospitality. December brings in some of the biggest sales of the year, but also the biggest staffing clashes.

Pubs, bars, and restaurants see surges in demand around Christmas Eve, Boxing Day, and New Year’s Eve, when many employees would rather be revelling in festivities themselves, instead of working.

And while M&S has the budget to offer alternative employee perks or shift allowances, smaller businesses often operate on thin margins. Paying premium holiday rates or overtime might not be realistic, yet understaffing can mean lost revenue and overworked teams.

There’s also the issue of reputation and morale. In hospitality, where good service depends on goodwill, frustrated staff can easily dent your reputation, especially during the holiday period, when customers expect an above-and-beyond experience.

How to plan your holiday staffing

If you’re already dreading assembling your Christmas rota, a few practical steps can make a big difference. Incentives will go a long way. Even small perks, like bonus pay, an extra day off in January, or a staff meal, can make holiday season shifts more appealing.

Make sure to also map your busiest hours ahead of time. And don’t just rely on guesswork, check last year’s sales data to identify when you’ll truly need full coverage.

It’s also smart to ask for volunteers first rather than dictate when staff take holiday. You might find that some team members are happy to work certain days, especially if they don’t celebrate Christmas or would rather benefit from the extra perks.

Lastly, ensure you have a backup plan. Use HR software to start planning a small reserve of on-call staff or freelance staff who can cover unexpected absences, now.

M&S’s decision is a reminder that festive staffing can’t be left to chance, and if a major retailer is tightening up its approach, it’s a good cue for smaller hospitality operators to review their own holiday planning.

The post Should you make your staff work over Christmas? appeared first on Startups.co.uk.

eBay has launched a fully funded AI programme to help small businesses better incorporate AI tools, like ChatGPT.

The programme, called AI Activate, is worth £3m and will grant 10,000 UK eBay sellers free access to ChatGPT Enterprise for 12 months, plus tailored training sessions.

AI can be transformative for small ecommerce brands whose workload often outweighs resources. Yet adoption remains uneven. eBay’s new programme is designed to change that by helping more sellers use AI to work smarter, save time, and grow their sales.

What is eBay’s AI Activate?

eBay’s AI Activate programme will offer 10,000 eBay sellers fully funded access to AI tools, training, and support.

It’s launching in collaboration with OpenAI, which will be granting free access to ChatGPT Enterprise for a full 12 months. eBay is the first online marketplace to offer this kind of AI support to its sellers.

Alongside access to ChatGPT, sellers can access training on how to get the most out of AI for their business. To ensure sellers get maximum benefit from ChatGPT, eBay’s AI team will assist in creating custom prompts to support their specific business needs.

In support of the programme, Eve Williams, General Manager, eBay UK, said, “The issue is no longer whether businesses should adopt AI. It is how quickly they can start before their competitors do.

“Those businesses and economies that don’t invest in AI now risk being left behind. That’s why eBay is investing to put world-class AI in the hands of small businesses and entrepreneurs, with no charge to them.”

How to get involved in AI Activate

Any UK business that sells on eBay can register for the AI Activate programme. There are 10,000 spots available for 2025, with applications being managed by eBay’s in-house support team.

From October 1st, you can pre-register your interest in joining the programme. Spots will be assigned on a first-come, first-served basis.

All you need to do to be eligible is be registered as a UK business seller on eBay. At first, training will take place online, but will develop into in-person sessions in 2026.

How will AI benefit small ecommerce businesses?

eBay’s AI Activate programme has been developed with direct input from sellers, focusing on how AI can tackle everyday business challenges.

The programme explores practical use cases such as automating admin and finance tasks, generating marketing content and campaigns, analysing data, and improving product listings. By delegating these jobs to AI, sellers can focus on strategy, creativity, and growth.

While small businesses are keen to adopt AI, many still need guidance to do so. According to eBay’s stats, 69% of online sellers feel either excited (43%) or curious (26%) about AI’s potential, but many are still unsure how to actually apply it.

After years of financial pressures, from the cost-of-living crisis to rising overheads, AI could offer a much-needed boost for SMEs. The IMF estimates the technology could contribute up to £470 billion to UK GDP by 2035.

Still, the rise of ecommerce AI hasn’t come without controversy. Its growing presence in online content and search specifically has sparked concern. In particular, Google’s AI-driven “zero-click” summaries have been criticised for diverting traffic away from small businesses.

The post eBay launches £3m AI training programme for UK sellers appeared first on Startups.co.uk.

HMRC has released new guidance for eligible businesses to apply for an exemption from Making Tax Digital (MTD) on the grounds of being “digitally excluded.”

For many sole traders and micro-companies, complying with new and impending MTD regulations has added yet another layer of stress to running a business.

Now, those who genuinely can’t go digital may be allowed to continue filing self-assessment tax returns in the traditional way.

But what exactly does it mean to be “digitally excluded”? And more importantly, how can taxpayers make a successful case for exemption?

What is Making Tax Digital?

Making Tax Digital (MTD) for Income Tax is HMRC’s new digital system for reporting income from self-employed work or property. It’s being introduced in stages, affecting:

• Those earning over £50,000 from self-employment or property from April 2026
• Those earning between £30,000 and £50,000 from April 2027
• Those earning between £20,000 and £30,000 from April 2028

Even if you’re not legally required to join yet, you can opt in voluntarily. MTD is designed to help taxpayers minimise errors and make returns more accurate. But while there are long-term benefits, for many, its adoption is also creating new challenges in the short-term.

MTD requires taxpayers to adopt compatible accounting software, keep digital records, and submit quarterly updates to HMRC, which can be a steep learning curve for smaller businesses that may not already be working with software.

While the introduction is phased, failing to comply once you’re required to do so could lead to penalties, interest charges, and additional administrative headaches.

What are the new digital-exclusion exemption rules?

HMRC recognises that not everyone can realistically make the move to digital reporting. Therefore, its new “digital-exclusion” exemption is designed for taxpayers who genuinely cannot use digital tools to report their income.

According to guidance from the ICAEW’s Tax Faculty, those who believe they’ll qualify should apply well before April 2026 if they fall under the first MTD rollout group, to give HMRC enough time to assess their case.

While HMRC continues to encourage all taxpayers to prepare for MTD, the ICAEW advises that even those applying for exemption should keep their paper accounting records up to date, just in case they eventually do need to switch to a digital format.

If initially successful, exemptions can still be reviewed or withdrawn if circumstances change, for instance, if a taxpayer gains reliable internet access or support using digital tools.

Are you eligible for MTD exemption?

You may qualify for exemption on the grounds of being “digitally excluded” if:

• You belong to a religious group whose beliefs prevent the use of electronic communications or digital record-keeping; or
• It’s not reasonably practical for you to use digital tools due to reasons such as age, disability, or location (for example, poor internet access from a remote area).

The deadline for exemption depends on when MTD becomes mandatory for your income:

• MTD starts April 2026: Apply now to allow enough time for review
• MTD starts April 2027: Apply from summer 2026
• MTD starts April 2028: Apply from summer 2027

How to apply for MTD exemption

To apply, you’ll need:

• Your National Insurance number, name, and address
• Details of how you currently file your tax return (and whether anyone helps you)
• Your reasons for digital exclusion, with supporting evidence if possible
• Details of any agent or accountant you use
• Information about any additional needs so HMRC can offer the right support

If you think you qualify, you can apply by calling or writing to HMRC. HMRC aims to process applications within 28 days, so make sure to do so well in advance of your start date in order to receive a timely decision.

Be aware that HMRC can challenge applications, especially in borderline situations. If your exemption is refused, you can appeal the decision, seek help from a tax adviser, or gradually transition to digital tools to become MTD-compliant.

The post HMRC introduces digital-exclusion exemption for MTD appeared first on Startups.co.uk.

As more customers opt for the convenience of home delivery, it’s never been a better time to set up an online subscription business. However, as the market continues to grow, so do the regulations surrounding subscription practices. 

The Digital Markets, Competition and Consumers Act 2024 (DMCC Act), in particular, has brought significant changes to the way online subscription services operate, making it even more crucial for ecommerce businesses to understand the shifting regulatory landscape to avoid penalties. 

Startups.co.uk has been decoding complex legal jargon and helping entrepreneurs navigate red tape for 25 years. Building on these decades of experience, this guide lays out all the regulations your online subscription business should be following in 2025. We also explain how you can remain compliant in simple, actionable steps to help you stay on the right side of the law and avoid hefty fines.

What legislation applies to online subscription businesses?

To operate an online subscription business in the UK, you need to adhere to a comprehensive legal framework. Here is every act that should be on your radar, and some key provisions you can take with each one to stay on the right side of the law.

Digital Markets, Competition and Consumers Act 2024 (DMCC Act)

The government rolled out the Digital Markets, Competition and Consumers Act 2024 (DMCC Act) in an attempt to modernise UK law for the digital age. The set of regulations aims to provide stronger protections for consumers, specifically when it comes to cracking down on subscription traps.

Here are some new actions online subscription businesses will need to take to adhere to the DMCC:

• Issue clear terms – Businesses are required to provide consumers with clear information before they enter a contract. This includes details about the current price, potential pricing changes, auto-renewals, and cancellation methods.
• Send regular reminders – Businesses must send consumers multiple reminder notifications at key points, including when a free trial is coming to an end and at regular intervals within the contract. 
• Allow cooling-off periods – In addition to the 14-day cancellation right at the beginning of the contract, consumers are also entitled to a 14-day cooling-off period, where they can cancel without penalty after a free trial ends or after a contract of 12 months or more auto-renews.
• Enable straightforward cancellations – Businesses must make their subscriptions “as easy to exit as to join”, to avoid consumers getting trapped in unwanted contracts. The cancellation process must also be available online if the subscription was purchased online. 

Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013

The Consumer Contracts Regulations provide a general set of rules for distance selling and serve as a foundation for the new, updated DMCC Act.

There is a lot of overlap between these two acts, specifically when it comes to pre-contract information and cooling-off periods. However, there are also some unique requirements in the 2013 Regulations that businesses must still follow:

• No pre-ticked boxes for extra payments – It’s illegal for businesses to use pre-ticked boxes to charge for optional extras. Consumers must actively opt in to any additional costs.
• Apply basic rates for helpline services – Businesses must not charge more than the basic rates for customer service telephone lines once a contract has been made. 
• Deliver goods within 30 days – Businesses must deliver goods purchased online within 30 days, and bear full responsibility for the goods until they are in the consumer’s possession. 

Consumer Rights Act (CRA) 2015

The Consumer Rights Act establishes a comprehensive framework for customer rights when buying goods, services, or digital content from businesses.

Unlike the DMCC Act, which focuses on modern issues like subscription traps, the CRA 2015 outlines core principles for almost all business-to-consumer transactions. 

To comply with the CRA, online subscription businesses must:

• Provide goods or content of a satisfactory quality – The appearance, durability, safety and utility of any physical goods or digital content must be of a satisfactory quality and match the description offered. 
• Ensure your offering is fit for purpose – Goods and services provided by businesses must fit the specific purpose they are commonly supplied for. 
• Businesses are liable for damage – If a product or piece of digital content causes damage to a customer or their device, the business is legally responsible for fixing the damage or compensating the customer. 

UK GDPR and the Data Protection Act 2018

Collecting and storing data is a critical part of any online subscription business. To ensure you’re doing this safely and ethically, you need to comply with data protection legislation like the UK General Data Protection Regulation (GDPR) and the Data Protection Act 2018. 

• Issue a clear privacy policy – Under the GDPR, Businesses handling personal data must have a comprehensive privacy policy, which clearly explains what data they collect, why, for how long, and whom they share it with. 
• Keep consumer data secure – Both the GDPR and the Data Protection Act require businesses to protect consumer data using secure servers, encryption, and limiting access to sensitive information to those who need it only.
• Keep data collection to a minimum – Businesses should only request data that is truly essential, like a name, email address and payment details for a subscription service, for example. 

Learn more about the steps you need to take to protect consumer information in our guide to the Data Protection Act 2018.

Consumer Protection from Unfair Trading Regulations 2008

There are also rules around how online subscription businesses market and sell services to customers. Here are some key guidelines you need to follow to adhere to the Consumer Protection from Unfair Trading Regulations 2008.

• Avoid misleading actions – Businesses mustn’t provide false or deceptive information to a consumer. This includes false claims about features or benefits, fake reviews, or misleading pricing. 
• Avoid misleading omissions – Businesses are required to disclose key information a consumer needs to make an informed decision. This includes details about auto-renewals, total costs including fees, and the cancellation process. 
• Don’t take part in aggressive commercial practices – Businesses must avoid using harassment, coercion, or undue influence to pressure consumers into making a sale. This means avoiding certain sales tactics like countdown timers as well as complex cancellation processes.

How to adhere to online subscription laws

Staying on top of the regulatory framework might seem like a lot of work, especially with new laws like the DMCC Act coming into force.

However, many pieces of legislation share similar guidelines, allowing online subscription businesses to achieve compliance with fewer actions. 

To help you get the ball rolling, we’ve rounded up some key actions you can take today. 

Describe your service and its costs clearly

To adhere to the DMCC Act, you must make information about the subscription as clear and accessible as possible, and leave no stone unturned when it comes to including details. You should clearly address what the subscription will include, how much it will cost, how long it will last, and whether and when it will be automatically renewed. 

Following through, you must always make sure your offering is as advertised and up to a satisfactory quality, in line with the Consumer Rights Act 2015.

Gain active consent for additional costs

Aside from listing total costs clearly, don’t dupe consumers into paying more than they want to. To remain compliant with the Consumer Contracts Regulations 2013, don’t use pre-ticked boxes to charge customers for optional extras. Don’t charge customers more than the basic rates to make customer service calls, either. 

Make cancellation as simple as possible

Sending subscribers down a wild goose chase to cancel a service isn’t just annoying for the consumer; it’s illegal. The DMCC Act 2024 has made it mandatory for online services to be “as easy to exit as to join”.

For online subscription services, this means providing customers with a straightforward cancellation process and avoiding making them make a phone call or send an email for approval. 

Send out timely reminder notifications

To remain compliant with the DMCC Act 2024, you are legally required to send customers reminders at key points in their subscription journey. You must give notice before any free or discounted trial ends and at regular intervals for long-term contracts.

This notification must state the upcoming date for autorenewal, the amount that’s due to be charged, and how users can cancel. 

Process consumer data securely and transparently

Online subscription businesses are legally responsible for processing customer data securely and confidentially. Specifically, to comply with UK GDPR and the Data Protection Act 2018, businesses must protect data from misuse by using secure end-to-end encryption and ensuring access to sensitive, personal data is limited to authorised staff. 

You should also clearly display a privacy policy on your business website, so consumers have a crystal clear understanding of how you’re using their information. 

Avoid misleading or aggressive marketing

To avoid breaching the rules outlined in the Consumer Protection from Unfair Trading Regulations 2008, you must advertise your online subscription in a fair and honest manner. This means only making accurate claims about your product, avoiding high-pressure tactics to make a sale, or omitting crucial information. 

What are the penalties for breaking the laws?

Online subscription laws are designed to protect consumers, and failing to comply with them can result in severe penalties. 

One of the biggest blows could be to your bottom line. As of 6 April 2025, the Competition and Markets Authority (CMA) has the power to impose significant financial penalties without going through a lengthy court process, making it easier for them to issue penalties and fines directly. 

Specifically, for large-scale breaches, the CMA can charge businesses up to 10% of their global annual turnover, while smaller businesses that have been found guilty of non-compliance could face a fixed penalty of up to £300,000. The CMA also has the authority to impose additional fines for continued non-compliance, to prevent companies from ignoring orders to change their practices.

Violating regulations doesn’t just hit you in the wallet. Failing to keep up with regulations can also result in reputational damage, which has the potential to be more long-lasting than the financial penalties themselves.

For instance, when a business is under investigation for breaching online subscription laws, the authority has to publicise its activities in a public statement or press release. This can immediately bring attention to a business for the wrong reasons, regardless of the final outcome.  

Moreover, when a business is found guilty of using “subscription traps”, such as making cancellation deliberately difficult or hiding fees, it can result in customers feeling deceived. They could subsequently share their negative experiences on customer review sites or social media platforms, making it harder for you to attract new customers.  

Compliance doesn’t need to be a headache

The regulatory landscape may seem daunting, but taking a practical approach to compliance can save you from a lot of hassle. Hit the ground running by assessing your business’s current practices before developing a detailed remediation plan that rectifies any potential regulatory breaches. 

For new businesses, we recommend taking it one step at a time. Many of the regulations overlap, so by focusing on a few core principles when you’re getting started, such as transparency, ethical marketing, and simple cancellation, you can avoid getting overwhelmed. 

Ultimately, the legal framework is designed to protect customers before anything else. By embracing new regulations like the DMCC Act, alongside long-established laws, you can avoid fines and build trust with consumers. 

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