VidiVet founder, Ben Sweeney and Sarah Holmes, VidiVet’s head of veterinary operations.
New Impartial Advice Policy Service Launches Ahead Of CMA Deadline
4 days ago 
106 views
Fast-growing pet tech company, VidiVet has enhanced its existing service to help veterinary practices meet forthcoming CMA requirements by providing professionally written impartial advice policies ahead of the regulator’s legally binding September 2026 deadline.
Hundreds of practices already using VidiVet's innovative phone app to offer their clients 24 hour a day access to vets for both digital-first triage services and out of hours advice, can now take advantage of the offering, which has been named Impartial Advice Guaranteed.
A key requirement of the CMA’s report, which comes into force on 23 September 2026, is that every UK veterinary practice needs a written policy in place to show their clients how they provide them with independent and neutral advice.
Ben Sweeney, who founded VidiVet in 2020, explained: “Creating these policies is one more thing landing on already busy teams, and we want to make it as straightforward as possible for the hundreds of veterinary practices we work with.
“Our fully compliant, professionally written policy templates enable practices to get ahead of the September deadline and meet the CMA’s requirements with confidence, as well as strengthening clients’ trust in their veterinary team.
“Crucially, this also addresses an issue that most pet owners have quietly felt for a while. When advice comes from the same place that sells the treatment, diagnostics and products, a perception of bias can take hold and, regardless of intent, some pet owners may question whether they genuinely need what they’re being offered.”
Ben continued: “For VidiVet guaranteeing impartial advice is not a scramble to comply. It formalises what we were built to do. VidiVet has always remained neutral and never sold a single product to a pet owner. This is not a coincidence - it is the whole point - we help practices to build further trust.
“The platform sits outside the practice, connecting pet owners with experienced and completely neutral vets, without treatments to recommend or products to sell. Instead, we simply offer honest, professional signposting and advice, with no commercial interest in the outcome of each individual conversation.”
Finally, Ben added: “Practices telling clients they are unbiased is no longer enough; they must be able to prove it. Joining VidiVet’s Impartial Advice Guaranteed initiative gives practices a visible and credible way to show clients, and regulators, that they are doing things the right way.”
More than one million UK pet owners now have access to VidiVet’s app, which provides 24-hour access to more than 60 RCVS-registered vets. The team delivers digital-first triage and out-of-hours support on behalf of hundreds of veterinary practices across the UK, with an average response time of less than 10 minutes. Every vet working for VidiVet has at least five years of clinical experience and is still in clinical practice.
For more information, visit www.vidivet.com.
More from VidiVet
1 day ago