The CMA just changed the rules. VidiVet was already living by them.
){kind=icon}
When advice comes from the same place that sells the treatment, it's hard for pet owners not to wonder: do I really need this?
The CMA's final report, published March 2026, identifies a structural problem: when advice is delivered inside the same environment that also sells treatments, diagnostics, and products, a perception of bias can take hold - regardless of intent. Its remedies package is legally binding from 23 September 2026. Every practice in the UK must have a written impartial advice policy in place.
For VidiVet, this is not a scramble to comply. It is a formalisation of what we were built to do.
VidiVet has never sold a single product to a pet owner. Not one. That is not a coincidence - it is the whole point. The platform sits outside the practice, connecting pet owners with experienced, empathetic and completely neutral vets. No treatments to recommend. No products to sell. Just honest, professional signposting and advice.
Today, VidiVet gives that commitment a name: Impartial Advice Guaranteed.
"VidiVet has never sold a single product to a pet owner - not one. That isn't a coincidence; it's the whole point. We very much wanted to ensure that VidiVet always remains completely neutral and impartial. In order to stick true to those values, we have no commercial interest in the outcome of each individual conversation, enabling us to be truly impartial."
Ben Sweeney, Founder, VidiVet
What this means for practices
The word "visible" matters here. Telling clients you are impartial is no longer enough. Practices need to be able to prove it.
Joining VidiVet's Impartial Advice Guaranteed initiative gives practices a visible, credible way to show clients - and regulators - that they are doing things the right way.
VidiVet is also offering impartiality policy templates for partner practices - giving them a compliant, professionally drafted document without the administrative burden. With September approaching, practices that get ahead of this now will avoid the scramble later.
200+ clinics are already on board. VidiVet's Net Promoter Score is world-class month on month. And the platform is available 24/7 without adding a single thing to a practice's workload.
VidiVet is a UK-based veterinary telehealth platform connecting pet owners with experienced vets through a simple app. It operates in partnership with veterinary practices across the UK, giving clients immediate, impartial advice, and giving practices a documented, auditable record of every interaction. Independent veterinary advice. No products. No pressure. Just trust.
Ready to get ahead of the curve?