A quiet policy change could reshape how brands acquire and measure subscribers — and signals Google’s recognition of recurring revenue as core to retail.

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Businesses must now offer cancellation methods matching sign-up flows and provide annual renewal reminders for subscriptions started or extended on or after July 1, 2025.
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Penalty underscores the FTC’s renewed enforcement posture, offering subscription executives a preview of how transparency and accessibility rules like Click-to-Cancel may be applied.
Effective September 2, 2025, Massachusetts’ “Unfair and Deceptive Fees” regulation (940 CMR 38.00) bans hidden charges and sets strict standards for subscription trials, auto-renewals, and
Recurring orders surged nearly 15% year-over-year, underscoring Chewy’s reliance on subscription revenue while signaling the company’s shift toward a broader membership model.
Settlement bans Paddle from processing payments for tech-support telemarketers and raises new scrutiny on merchant-of-record models used in subscription billing
New perks tied to a broader strategy to increase customer lifetime value and store-level margins ahead of its North American IPO.

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