Standing up for the veterinary profession

At BVA, our mission is to represent, support, and champion the entire UK veterinary profession. As the Senior Vice President of BVA, I’ve had the privilege of chairing our working group that addresses the Competition and Markets Authority’s investigation of veterinary services for household pets. The CMA’s investigation began with a review last year to examine concerns about competition and consumer choice within the sector. The Issues Statement is the latest document, published by the CMA in June. It sets out initial theories on what might be affecting competition, outlines potential remedies and how they intend to approach their investigation.

Our response to the CMA’s Issues Statement has been developed by a BVA working group with a collaborative effort from BSAVA, SPVS, and VMG and reflects our commitment to speaking up for vets and particularly highlighting the potential unintended consequences of the CMA’s investigation for animal welfare and the delivery of veterinary care.

The Issues Statement has set out various possible measures that raise significant concerns for the veterinary profession, particularly regarding the potential impact on the vet-client-patient relationship (VCPR) and the delivery of contextualised care. At the heart of veterinary practice is our commitment to animal welfare and the nuanced understanding of each patient's unique circumstances. Some of the CMA’s suggested remedies risk undermining this fundamental principle.

One concern is a possible shift towards a more transactional approach to veterinary care by encouraging clients to ‘shop around’ and switch practices like they would switch utility providers. The VCPR is crucial for achieving long-term animal health, as vets rely on comprehensive knowledge of a pet’s medical history and the owner’s circumstances. Frequent switching of practices could fragment this relationship, leading to miscommunications, lack of comprehensive medical records, suboptimal treatment and higher costs.

The CMA’s suggestion to mandate detailed treatment options — like in transactional industries such as insurance or utilities — overlooks the professional skill and complexity of veterinary care. Effective communication of treatment options requires professional knowledge and compassion, especially when pet owners are anxious about their pet’s condition. A one-size-fits-all approach risks confusing clients rather than aiding decision-making. Moreover, the CMA’s suggestion to consider whether the contextualised care approach could be improved by following a “choice-oriented care approach,” where all clients are offered a range of options regardless of their specific circumstances, raises significant concerns. This approach may lead to emotional distress, undermining trust in vets, and placing undue pressure on clients with a poor grasp of veterinary health issues. The very principle of contextualised care — tailoring appropriate and proportionate care to the needs of both the client and the animal — is a cornerstone of veterinary practice and the CMA must understand the extensive research and educational frameworks behind veterinary consult skills before proposing changes.

In addition, mandating vets to communicate quality-outcome measures is another area of concern. While we strongly support the aspiration to be an evidence-based profession, such data are often unavailable or not statistically significant in veterinary practice, due to limited numbers of cases, variability in case complexity and treatment protocols. Providing these measures could lead to misleading comparisons and confuse clients rather than aid their decision-making, potentially harming animal welfare and eroding trust between vets and their clients.

BVA has not just pushed back against the CMA's proposed measures; we have also highlighted solutions to improve communication with clients. Our joint response includes a proposal to enhance how information could be provided to pet owners, suggesting a centralised repository of conditions similar to NHS Health A-Z for human healthcare. This would allow pet owners to access accurate, evidence-based information about veterinary care and treatment options, helping them make informed decisions.

In conclusion, we are concerned that some of the CMA’s possible remedies, while well-intentioned, could inadvertently reduce the quality of veterinary care by shifting it towards a more transactional model. It is essential to preserve the integrity of the VCPR and the principles of contextualised care to ensure the best outcomes for both pets and their owners. Enhancing communication and understanding within the existing regulatory framework is a more viable approach to improving veterinary care without compromising the foundational principles of the profession.

BVA remains committed to working closely with the CMA to ensure that their investigation leads to positive outcomes for both pet owners and veterinary professionals. Through our collaborative efforts with BSAVA, SPVS, VMG and BVNA we aim to enhance transparency and support consumer choice whilst avoiding unintended consequences and upholding the high standards of veterinary care and animal welfare that the UK is known for. We continue to stand up for the veterinary profession, advocating for a balanced approach that ensures fair competition while prioritising animal welfare and professional integrity.