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  British Prime Minister Andy Burnham has announced a new package of measures aimed at easing financial pressure on households as the UK continues to face concerns over the cost of living. The government says it will take action against business practices that can leave consumers paying more than expected, including misleading discounts and difficult-to-cancel subscriptions. The measures form part of Burnham’s wider “everyday fixes” agenda, which focuses on addressing common financial frustrations faced by families across the country. One of the first priorities will be an accelerated crackdown on so-called “subscription traps”, under which consumers can find themselves automatically paying for services they no longer want. The government also plans to tackle misleading pricing practices used by retailers. These include fake “was” prices, invented reductions and misleading recommended retail prices that can make a product appear to offer a much larger discount than it actually does. The changes are intended to prevent businesses from artificially increasing the price of an item before reducing it, creating the impression that shoppers are receiving a significant bargain. Burnham said consumers should be able to trust the discounts advertised to them, particularly at a time when household budgets remain under pressure. He argued that if a product is promoted as being half price, customers should be confident that they are genuinely receiving a 50% reduction. Subscription services are another major focus of the government’s plans. According to government figures, there are approximately 155 million active subscriptions across the UK, while unwanted subscriptions cost consumers around £1.6 billion every year. The average consumer has several subscriptions, ranging from streaming and entertainment services to magazines, beauty products and other recurring services. Under the new rules, companies will be required to provide clearer information before customers sign up and remind them when free or discounted trials are approaching their end. Businesses will also have to make cancellation procedures significantly easier. Consumers who sign up online will be able to cancel through a straightforward online process rather than being forced to navigate lengthy telephone calls or complicated cancellation systems. Another important protection will be a 14-day cooling-off period following the end of certain trials or the renewal of long-term contracts. This will give customers additional time to reconsider a subscription and leave if they no longer want it. The government estimates that consumers could save an average of £14 a month for every unwanted subscription they successfully cancel early. Overall, the wider consumer-protection measures are expected to provide substantial financial benefits to households. The subscription rules are being brought forward from the previous timetable, with the government aiming for the new protections to take effect in January 2027. The changes are designed to give consumers greater control over their spending while putting greater responsibility on companies to make their pricing and cancellation policies transparent. Burnham has described the measures as an effort to make everyday life fairer and less frustrating for British families. While the reforms will not resolve every aspect of the cost-of-living pressures facing households, the government says they are intended to deliver practical savings and prevent consumers from being caught out by unfair commercial practices.