In a March survey by CNET, a consumer-focused website, 48% of respondents said they had signed up for a free trial of a paid subscription and then forgotten to cancel it. — Image by pch.vector on Freepik
When Tennessee state Rep. Bob Freeman, a Democrat, studied his cable and Internet bill last year, he kept seeing recurring charges for app subscriptions he didn’t recognise. Turned out, his 14-year-old daughter had been signing up for subscriptions with introductory rates and never cancelling when they rolled over to the full price.
“I would question her bills, and she said, ‘Oh, it’s only US$1.99 (RM8).’ Those were teaser rates,” he said in an interview. To actually cancel, he said, he had to send an email to the company for a follow-up phone call, during which the company representative would try to talk him out of it.
“It was clear it was not meant for convenience. ... It was clear it was predatory,” he said.
That experience, plus dealing with his grandmother – who would sign up for apps at US$2.99 (RM12) a month that would then renew for US$14 (RM57) without her knowledge – persuaded him that a new law was needed to ensure greater transparency and consumer protection.
Freeman introduced a bill that would require more notice from companies before subscriptions are automatically renewed.
Originally his bill also would have required companies to get another “yes” from customers – “ affirmative consent,” in legislative lingo – before charging consumers’ credit or debit cards. But after strong objections from cable and streaming services, Freeman said, the bill was amended to eliminate that requirement.
“They got all bent out of shape,” he said of the industry.
In April, Tennessee Republican Gov. Bill Lee signed the legislation. State law now requires companies to give “clear and conspicuous notice” to consumers if the automatic renewal will occur more than 60 days after the initial sign-up, and mandates that they clearly communicate when they will begin charging for the service.
About half a dozen other states have enacted similar laws this year. Companies that rely on subscriptions say some of the tougher measures will only annoy and confuse consumers.
Navdeep Sahni, an associate professor of marketing at the Stanford Graduate School of Business, said giving consumers more information about automatic renewals and how to cancel is good for business. He said this means consumers would be more open to trying new things and “not get tricked into getting something they don’t want.”
Sahni said businesses only hurt themselves if customers feel burned by the experience.
But earlier this year at a Federal Trade Commission hearing on a proposed federal rule, Michael Powell, president and CEO of NCTA – The Internet & Television Association, warned that many customers might misunderstand the “click to cancel” measures. A customer “may face difficulty and unintended consequences if they want to cancel only one service in the package,” Powell said, because “canceling part of a discounted bundle may increase the price for remaining services.”
Powell added that “three out of four of the cable and broadband customers who called to cancel end up retaining some or all service after speaking with an agent.”
In an email to Stateline, association spokesperson Brian Dietz said the organisation would have no further comment on the proposed federal rule or similar state laws.
In Virginia, the new law, which took effect in July, requires companies to notify consumers of their option to cancel within 30 days of the end of the trial period. The Minnesota measure, which takes effect Jan 1, stipulates that companies must give customers the opportunity to cancel via a “simple mechanism,” such as a checkbox or submission button.
And a bill sent to California Democratic Gov. Gavin Newsom earlier this month would tighten an already stringent auto-renewal law. Brandon Richards, Newsom’s spokesperson, said the governor has until Sept 30 to sign or veto the bill.
The laws are designed to help people be more mindful of what they are signing up for. In a March survey by CNET, a consumer-focused website, 48% of respondents said they had signed up for a free trial of a paid subscription and then forgotten to cancel it.
“I’m sure a lot of the time people just don’t get around to (canceling it),” said Steve Baker, an attorney and former regional director at the Federal Trade Commission. “And they make it hard to cancel. It’s not something you necessarily file a complaint about it. It’s more of a minor annoyance.”
Freeman, the Tennessee lawmaker, said businesses with good products shouldn’t fear the new rules. “If you have a good product, when the teaser rate burns off, (I can subscribe),” he said.
Like Freeman, Utah Republican state Sen. Todd Weiler, who sponsored the auto-renewal bill in his state, was motivated by personal experience. Weiler said he makes a point to record the date when a discounted or free offer expires and full charges kick in.
“I consider myself an intelligent person,” he said. “It’s usually easier to find the cancellation information when you sign up, so I go there and paste it into my calendar. I try to be diligent. But sometimes I still get caught.” – Stateline.org/Tribune News Service
