The Federal Trade Commission adopted new rules in what is being called the Click to Cancel order. The new rules require companies to make it easier for customers to cancel services. The ruling will be effective 180 days after being published in the Federal Register, which means it will likely be in place sometime in April 2025.
The premise of the ruling is that if consumers can buy a service online with a single click, it should be just as easy to cancel the service. This will affect any ISP or cable company that allows customers to sign up for new services online.
There is a long history of merchants that have made it exceedingly difficult to cancel service. I remember years ago that I used to joke with my friends that once you signed up with AOL that you would be a customer for life. The only way to cancel AOL was to call a customer service number. I once called the number and was on hold for eight hours before finally giving up. I was only able to finally cancel AOL when I got rid of the credit card it was charged to.
There are still a lot of merchants that make customers jump through a lot of hoops to cancel service. It’s often hard to find the cancellation process on a website. Even when your find it, the calculation process can put you through multiple confusing screens that can be hard to navigate. There are still many services you can buy online that can only be canceled by making a phone call – this probably sounds familiar to most ISPs.
Some of the players in our industry are notorious for making it painful for customers trying to cancel service. There are plenty of documented stories of folks who tried to cancel Comcast cable service and had to spend hours on the phone being handed from department to department, each which tried to win them back.
There are two major aspects of the new rules. First, companies that sell online have to be truthful and clear with customers about what they are buying. For instance, if customers are subscribing to a free trial, the instructions must make it clear about how long the trial lasts, how a customer can change their mind, and what happens at the end of the trial period. A seller needs to be able to show that people know what they are agreeing to, which means not putting important facts into fine print.
One of the major new rules is that the process for cancelling service has to be as easy as it was to buy service. It’s hard to think of a website that doesn’t have a ‘Buy Now’ button, and if they keep that, they’ll likely need an equally visible “Cancel Now’ button. That means no multiple screens to cancel – just one click to cancel.
The rules go further. If an ISP allows some customers to subscribe online but also sells through other channels like knocking on doors, the ISP must still have the online cancel process. For ISPs that don’t sell online, customers must be able to cancel by phone and not have to travel to a business office to cancel.
The FTC has promised that violators will face fines and civil penalties for not implementing the new rules. Little ISPs might think they are immune from being caught, but the FTC is famous for making an example of some small companies when it goes after big ones. You don’t want to be a poster child for being difficult for customers.
If you sell online, you have six months to develop and implement your online cancellation.





