Dosh dilemma – Dan’s battle to unsubscribe

Dan thought cancelling an unused fitness app subscription to save some cash would be as easy as it was subscribing to it.  

But what he thought would be a two-minute task turned into a long and gruelling slog.  

He sent an email to customer service asking to unsubscribe. No reply. Then he tried the live chat, but the moment he typed "cancel," the chatbot vanished.  

Frustrated, he contacted his bank to stop future payments. But when the company didn’t receive a payment, they hit him with threats for not honouring the 12-month contract he didn’t even know he’d signed up for. 

Reluctantly, Dan restarted the payments.  

So, what can you do to avoid a subscription ‘trap’?  

If it’s any consolation Dan, you’re definitely not alone. Research from Citizens Advice shows that in just one year, 13 million UK adults accidentally signed up for subscriptions they didn’t want. And the financial impact is staggering, with unused subscriptions costing UK consumers £688 million last year alone. 

The good news? The Digital Markets, Competition and Consumers Act (DMCG) is set to come into force in 2026, providing stronger protections for subscribers.  

It will include:  

• Clearer information before you sign up. 

• Reminder notices before renewal.  

• Straightforward cancellation process.  

• A 14-day cooling-off period for both initial subscriptions and renewals. 

Some exclusions to the rules will apply, for example, utility contracts, insurance and financial services, childcare and medical prescriptions.  

Know what you’re getting into 

Subscriptions come in different forms and knowing what you’re signing up for is key. Many services, like the one Dan encountered, require a minimum sign-up period, sometimes six months and sometimes a year. But you may need to give notice to cancel after that period, or the contract may ‘auto renew.’  

Other subscriptions roll on monthly, which means you can usually cancel with 30 days’ notice. 

How to cancel without a headache 

When you decide to cancel, you have certain rights. Under the consumer contracts regulations, you usually have a 14-day cooling-off period after signing up. This means you can change your mind and cancel without any hassle.  

If you’re past the cooling-off period, your cancellation rights depend on the terms of the contract. You should have clear instructions on how to cancel and the company may require you to give notice. Once you’ve cancelled, be sure to stop future payments through your bank and keep a record of the cancellation in case anything goes wrong. 

Avoiding unfair terms 

Under the Consumer Rights Act, some subscription contracts may be considered unfair. For example: 

• If the length of the contract is unclear. 

• If you weren’t told about automatic renewals. 

• If it’s hard to find cancellation instructions, or if the cancellation process is unnecessarily complicated. 

• If you weren’t notified about price hikes after your contract automatically renewed. 

If any of these sound familiar, you may have grounds to challenge the contract. 

How to cancel  

• Check your contract: make sure you’ve passed any minimum periods and are giving proper notice. 

• Contact the company: if they don’t respond - like Dan experienced - reach out to your bank to cancel the direct debit. 

• Struggling to pay? Some companies offer the option to pause subscriptions. Ask if that’s an option for you. 

How to avoid subscription nightmares  

• Always read the small print before signing up. If cancellation terms are unclear, think twice.  

• Make a note of free trials so you know when they end and you’re not caught off guard by charges. 

• Familiarise yourself with any minimum contract periods and cancellation notices. 

• Tell the company you’re cancelling before cancelling any direct debits.  

• Cancel in advance and keep a record of any confirmation. 

• Know your cancellation rights and don’t be afraid to fight back against unfair terms. 

If you need more help on cancelling a subscription or service you’ve arranged, contact the Citizens Advice consumer helpline on 0800 223 1133.