FTC's 'Click to Cancel' Rule Goes After Predatory Subscriptions

The U.S. Federal Trade Commission adopted a final rule requiring businesses to make it as easy to cancel subscriptions and memberships as it is to sign up, in the agency’s last major rulemaking before the Nov. 5 election.

The “click to cancel” rule requires retailers, gyms and other businesses to get consumers’ consent for subscriptions, auto-renewals and free trials that convert to paid memberships. The cancellation method must be “at least as easy to use” as the sign up process.

FTC Chair Lina Khan said in an interview that the rule is an overdue response to a rising number of consumer complaints about situations in which it is “extraordinarily easy to sign up for a subscription, but absurdly difficult to cancel.”

The rule prohibits requiring consumers who signed up through an app or a website to go through a chat bot or agent to cancel. For in-person signups, companies must provide means to cancel by phone or online.

“The pandemic brought to the surface just how businesses are making people jump through endless hoops,” Khan said. Requiring in-person cancellations while the businesses themselves were closed “really highlighted the absurdity of these practices,” she said.

After proposing the rule last year, the FTC received thousands of comments from consumers who had trouble canceling services, and advocates who criticized practices at gym chain Planet Fitness, meal kit company HelloFresh, Rihanna’s Savage X Fenty lingerie shop, and others.

The FTC dropped proposals that businesses periodically remind consumers about recurring charges, and let consumers trying to cancel a service opt out of seeing discounts and other last-ditch efforts to keep them.