Short answer. Part 4, Chapter 2 of the Digital Markets, Competition and Consumers Act 2024 (sections 253 to 281) sets the rules for subscription contracts with consumers: pre-contract information, reminder notices, an easy way to end the contract, an end of contract notice, and cooling-off rights. Much of the detail on content and timing sits in regulations, which are in draft and due from 1 January 2027, subject to Parliament.
Section by section
Section 254: what a subscription contract is. A contract between a trader and a consumer where either supply recurs automatically and the consumer automatically takes on liability for each supply while having a right to end the contract, or a free or lower-rate period (a "concessionary period") rolls into automatic payments at a higher rate.
Sections 256 and 257: pre-contract information. Before the contract is made the trader must give key pre-contract information and full pre-contract information. The contents are listed in Schedule 23.
Sections 258 and 259: reminder notices.
- Without a concessionary period, a reminder notice is needed for each renewal payment that relates to the end of a relevant six-month period (section 258(1) and (2)).
- With a concessionary period, one is also needed for the first renewal payment (section 258(3)).
- The notice must go out within a period the trader specifies in the key pre-contract information. That period must be reasonable for telling the consumer a payment is coming and letting them decide whether to end the contract first (section 259(3) and (4)).
- The required information must be given together and be more prominent than anything else sent at the same time (section 259(1) and (2)).
Section 260: ending the contract. The trader must make arrangements that are straightforward and do not require unnecessary steps. For contracts made online, the consumer must be able to end the contract online, with instructions displayed where they are likely to find them.
Section 261: end of contract notice. When a consumer cancels or ends the contract, the trader must give a notice acknowledging it, in writing on a durable medium, setting out the date the contract ended or will end, and refund any overpayment.
Sections 262 and 263: breach. Compliance with several duties is an implied term. If a trader breaches the terms covering pre-contract information, reminder notices, the reminder period or the arrangements to end the contract, the consumer has a right to cancel, with no penalty or charge.
Sections 264 to 266: cooling-off. Consumers can cancel during an initial cooling-off period and during any renewal cooling-off period, and no penalty or charge can be imposed for cancelling (section 264(7)). What they still owe for anything already supplied is set by regulations (section 267). The initial period runs for 14 days after the contract is entered into (or after the first supply of goods). A renewal cooling-off period of 14 days starts at the first renewal payment after a concessionary period, and at renewals where the next payment is more than 12 months away. The trader must give a cooling-off notice for each renewal cooling-off period (section 266).
Sections 268 to 271: offence. For off-premises subscription contracts, failing to give the required cooling-off information is an offence.
What is still in regulations
The Act leaves the detail to regulations under section 277, including the content and timing of notices and further rules on cancelling. Those are the draft Regulations laid on 19 October 2026. This page will be updated when they are made.
This page is general information, not legal advice.
Questions
What counts as a subscription contract?
Under section 254, a contract with a consumer where supply recurs automatically and the consumer automatically incurs liability for each supply and can end the contract, or where a free or lower-rate period rolls automatically into higher payments.
How often must a reminder notice be sent?
Section 258 requires a reminder notice for each renewal payment that relates to the end of a six-month period. Where there is a free or discounted period, one is also needed for the first renewal payment.
Who decides how many days before renewal the reminder goes out?
The trader. Section 259(3) and (4) require the reminder to be given within a reasonable period, specified in the key pre-contract information, before the last cancellation date.
Do I have to let people cancel online?
For contracts entered into online, section 260(4) requires arrangements that let the consumer end the contract online, with instructions displayed where they are likely to find them.
Sources
Not legal advice. If unsure, check with an adviser.