UK Vet Pricing Rule Could Miss Home Euthanasia Option

Research conducted for Cloud 9 Vets by Questions Matter in July 2025, surveying 400 UK dog and cat owners aged 35 and over, found that 67% agreed they had no idea a service existed that would come to the house when the time came. In the same study, 86% said they would like a plan in place so that, when the time came, it was “just a phone call away”.

“A nationally standard price list only works if the things on it can be compared,” said Lisbet Stuer-Lauridsen, co-founder of Cloud 9 Vets. “At the moment there is one box marked Euthanasia. It has to cover both a brief appointment in a consulting room, and the alternative of a vet travelling to your home and staying as long as your family needs to say goodbye. Those are different services with different costs, and a single number cannot honestly represent both.”

Cloud 9 Vets has published its prices openly since the company was founded. Its submission notes that the obligations proposed in the draft Order reflect a practice the company has followed voluntarily for years. The company has also asked the CMA to allow veterinary businesses operating nationally to meet the cremation disclosure rule by linking to a list of the crematoria they use by region, rather than naming a single provider.

The CMA’s consultation remains open for responses until August 20, 2026. The regulator has said it will prepare the final Order by September 23, 2026, after which most requirements are expected to take effect within three to twelve months. Larger veterinary groups face the earliest deadlines.