In 2025, the Competition and Markets Authority (CMA) intensified its formal market investigation into UK veterinary services for household pets. This inquiry focuses on transparency, competition, and consumer choice within the veterinary services market. For veterinary practice managers, understanding the CMA’s working papers and proposed remedies is essential. These changes will impact how vet businesses operate, manage pricing, and communicate with pet owners.
This blog summarises key findings from the CMA’s working papers and outlines what practice managers must know to prepare for the evolving regulatory framework.
Why the CMA Investigation Matters for Veterinary Practice Managers
The CMA’s decision to launch a full investigation in 2023 was prompted by concerns that the veterinary services market may not be working effectively for consumers. Issues such as rising veterinary costs, a lack of pricing transparency, and limited consumer choice have been highlighted as significant barriers to healthy competition and informed decision-making.
As the operational leads in veterinary practices, managers play a crucial role in implementing changes that will address these concerns. Staying informed on the CMA’s working papers and consultation developments allows practice managers to proactively adapt policies, workflows, and client communications to meet new regulatory expectations.
Overview of CMA Working Papers and Key Documents
The Competition and Markets Authority (CMA) has published several key documents throughout its investigation into the veterinary services market for household pets. These documents provide insight into the challenges within the sector and potential measures for reform:
Issues Statement (9 July 2024)
This foundational document outlines initial competition concerns, including factors affecting market dynamics and the challenges faced by independent practices. It sets the stage for the investigation by identifying areas such as pricing transparency and consumer information deficits.
Profitability and Financial Analysis Working Paper (1 November 2024)
This working paper details the CMA’s approach to analysing the financial health of veterinary businesses. It explores how profitability influences pricing strategies and market behaviour, with particular attention to veterinary fees and concerns regarding overcharging for medicines.
Remedies Working Paper (1 May 2025)
This document proposes practical solutions designed to improve transparency, empower clients, and address structural competition issues within the veterinary sector. It forms part of an ongoing consultation process aimed at shaping effective remedies to enhance market functioning, which will close by 27th May 2025.
These CMA working papers highlight the value of veterinary care and the need for reforms that promote greater transparency and consumer protection while supporting a well-functioning market.
Proposed Remedies Impacting Veterinary Practice Managers
The CMA’s proposed remedies seek to improve transparency and fairness across veterinary services for household pets. The key elements include:
- Transparent pricing: Clear, accessible pricing structures for all veterinary services to help pet owners make informed choices and avoid unexpected costs.
- Informed client consent: Strengthening consent procedures to ensure pet owners receive full information before treatment decisions.
- Standardised advertising guidelines: Preventing misleading claims that could distort consumer perceptions of veterinary care.
- Reforms to referral practices: Encouraging independence and reducing conflicts of interest in referrals between vet businesses.
- Enhanced oversight: Introducing stricter monitoring of pricing, billing, and compliance to safeguard consumer interests.
Responses from Professional Veterinary Bodies
Veterinary organisations have actively engaged with the CMA investigation:
- The British Veterinary Association (BVA) supports the need for increased transparency but emphasises safeguarding professional autonomy and the highest standard of care. The BVA encourages practice managers and veterinary professionals to participate in the consultation process.
- The Royal College of Veterinary Surgeons (RCVS) endorses the CMA’s goals but urges that any new regulations avoid excessive administrative burdens that might detract from animal welfare.
- The British Small Animal Veterinary Association (BSAVA) advocates for reforms that encourage healthy competition while maintaining high-quality care and accessibility.
These joint responses underscore the importance of balanced remedies that reflect the realities of veterinary practice.
How Veterinary Practice Managers Should Respond to the CMA Consultation
The CMA invites veterinary practice managers to submit feedback on the proposed remedies by 5 pm on 27 May 2025. Your response is crucial to ensure the CMA’s final decision takes into account practical considerations and unintended consequences that may arise in daily operations.
When drafting your response, consider:
- The potential impact of remedies on your team’s workflow and client services.
- How transparency can be achieved without compromising efficiency or contextualised care.
- Risks of added administrative strain or barriers to tailored veterinary care.
Practice managers should review the full CMA consultation and working papers on the official CMA case page to inform their submissions.
Preparing for CMA-Driven Changes in Veterinary Practice
With the CMA expected to publish its final decision in late 2025, practice managers must begin preparing now for significant operational shifts. Key actions include:
- Updating pricing transparency and client consent policies to comply with new legal requirements.
- Training all staff, including veterinary nurses and reception teams, on informed consent and transparency protocols.
- Revising advertising and marketing materials to align with the CMA’s standardised guidelines.
- Implementing regular audits and compliance monitoring to ensure adherence to new regulatory standards.
- Anticipating increased regulatory scrutiny, including more frequent inspections.
- Engaging with veterinary organisations such as the BVA, RCVS, and BSAVA for ongoing support and guidance.
Proactive preparation will help your practice remain compliant, trusted by clients, and resilient during this period of market reform.
Key Dates for Veterinary Practice Managers
- 27 May 2025: Deadline for submitting your response to the CMA consultation.
- Late 2025: CMA expected to announce its final remedies and enforcement plans.
Keeping these milestones in mind will enable practice managers to plan effectively and implement necessary changes promptly.
Conclusion
The CMA’s 2025 veterinary market investigation marks a pivotal moment for UK veterinary services, focused on enhancing transparency, competition, and consumer protection. Veterinary practice managers are at the forefront of this transition, tasked with adapting operations to new regulatory expectations while maintaining the highest standards of veterinary care and animal welfare.
By staying informed, engaging with the consultation, and preparing your practice accordingly, you can ensure your clinic navigates this regulatory evolution successfully. Your leadership will be vital in supporting a thriving veterinary market that benefits pet owners, veterinary professionals, and the wider sector.
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