The Competition and Markets Authority has announced new rules forcing vets to be clearer about what they charge and who owns them.
Under the reforms, written prescription fees will be limited to £21 for the first medicine and £12.50 for each additional item.
Practices will also need to publish clear price lists for common services such as consultations, routine procedures and cremation.
A written estimate must be provided ahead of any treatment that is likely to cost £500 or more, including aftercare, and clients must receive an itemised bill.
The only exception will be genuine emergencies.
The regulator also wants ownership to be transparent, requiring practices to state whether they are independently run or part of a larger corporate group.
The CMA said unclear ownership and rising consolidation had reduced competition in the sector.
Price and ownership information will be shared through the Royal College of Veterinary Surgeons’ Find a Vet service and made available to third-party comparison websites to help pet owners shop around.
The CMA found veterinary prices have been increasing at almost twice the pace of inflation.
It estimated the sector is worth more than £6.7bn and noted about 60% of UK households own a pet.
Investigators also discovered most owners—over 70%—buy long-term medicines direct from their clinic, even though purchasing online could cut costs by roughly £200 a year for many.
The watchdog said requiring vets to offer written prescriptions should encourage savings.
The changes are due to roll out later this year.
The CMA says the package will give pet owners better information to compare services, spot higher-cost practices and hold businesses to account under independent oversight.
Many pet owners have reported stark price differences abroad.
One UK dog owner was quoted around £1,600 for a non-cancerous tumour removal at home but paid roughly €160 for the same operation in Italy, highlighting the financial pressure some face.
The CMA expects the transparency measures and comparison tools to boost competition and help limit unexpected bills that can force owners into agonising decisions about their pets’ care.
