The UK's Competition and Markets Authority (CMA) has announced that written prescription fees from vets will be capped at £21.
Vet practices will also be required to publish price lists for their services, according to the CMA.
A price comparison website will be introduced to help boost competition and drive down prices faced by consumers, the CMA said.
Background
The measures come after an in-depth investigation by the CMA, which found that prices had been rising at nearly twice the rate of inflation.
The British Veterinary Association (BVA) said the measures will help pet owners make more informed choices.
Reforms
The reforms will start to come into force later this year, with vets required to reveal if they are part of a large group.
Prescription fees are currently uncapped, but will be capped at £21 for the first medicine and at £12.50 for any additional medicines under the reforms.
Reaction
Dr Rob Williams, president of the BVA, welcomed the move, calling the legislation 'woefully outdated'.
Kelly Norton, a pet owner, expressed frustration at the high costs of vet care in the UK, citing a £1,600 quote for an operation that cost €160 in Italy.
Industry Context
About 60% of UK households own a pet, and the CMA says the vets sector is worth more than £6.7bn.
According to the CMA, more than 70% of pet owners buy long-term medication from their vet practice, despite potential savings of £200 a year or more by looking online.
