Pet owners across the UK are set to benefit from a new £21 cap on prescription charges, the Competition and Markets Authority (CMA) has revealed.
The watchdog spent three years looking into the veterinary sector and found that many customers were paying over the odds for commonly prescribed medicines at their local vet practices.
The investigation found that many of the prices owners were paying weren't fair, with some practices taking advantage of customers who had little choice but to pay up.
As part of the shake-up, vets will now be required to let their customers know they could save money by purchasing medicines online using their prescriptions.
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Vets will now be required to let their customers know they could save money
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Martin Coleman, who chaired the inquiry, said: "We have come to the clear conclusion that the current system is not working as well as it should for pet owners, vets and the animals they care for."
He pointed out that pet owners are often kept in the dark about costs, even when facing bills running into thousands of pounds.
Practices will have to publish a full price list covering standard services such as consultations, routine procedures, diagnostics, written prescriptions and cremation options.
A new comparison website will also be created so pet owners can more easily compare different vet practices.
Vets must now clearly state whether they are part of a larger group or an independent business, both on their premises and online.
Practices will also be required to give pet owners a written estimate in advance for any treatment expected to cost £500 or more, along with an itemised bill afterwards.
The only exception will be emergency cases.
All of these measures will become legally binding from September 23.
British Veterinary Association (BVA) president Rob Williams said: “Vets care deeply for animals and anything we can do to build trust between us and their owners is a good thing.
“The majority of the CMA’s measures focus on increasing transparency and information, which will help pet owners make more informed choices and support competition, which is a really positive step."
Mr Williams said that “delivering highly skilled veterinary medicine is costly”, and that while prices have risen sharply in recent years, this is down to several factors — including the higher costs facing all businesses, “and vet practices are not immune”.
He added: “Plus, thanks to advances in diagnostics and medical technology over the last 20 years, vets can now do much more to manage disease and injury in animals, whereas in the past the only option available may have been to euthanise."
The reforms aim to protect desperate pet owners
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He said “owners today also having a greater expectation of their vet", with many now looking for “human‑quality healthcare".
"Whilst this is possible to deliver, it comes at a cost.”
He urged anyone worried about fees to speak to their practice directly.
“If pet owners do have concerns about cost, talk to us. We will always do our best to help.”