The news: US lawmakers are renewing efforts to make canceling subscriptions easier. Democratic and Republican legislators unveiled the Unsubscribe Act in mid-January, which would require companies to make ending subscriptions as simple as signing up.

The bill would also mandate advance notice before automatic renewals and require explicit consent before charging consumers after free or reduced-cost trials.

The proposal follows a US appellate court ruling that blocked a click-to-cancel rule that would have taken effect in July 2025.

Why it matters: Much is at stake for consumers, who find it hard to manage subscription services that are easy to start.

Subscriptions—from shopping memberships to streaming services—have pervaded everyday consumer spending, leaving many consumers feeling overwhelmed and overcharged.

Americans spent an average of $205 annually on unused subscriptions from April 2024 to April 2025, according to an April 2025 CNET survey conducted by YouGov.

With living costs rising, consumers are keeping a closer eye on recurring expenses.

• 90% of consumers reported higher subscription costs, but just 58% felt the higher prices were justified, per a 2025 Chargebee report of US and UK consumers.
• Among consumers paying for at least one digital subscription or paid loyalty program, 44% said these services take a moderate or significant amount out of their budgets.
• 82% said they were more likely to take a subscription when cancellations were easy, showing that flexible plans can affect buying decisions.

Implications for brands: The bill’s prospects are uncertain, but if enacted, it would affect many industries and potentially force some companies to reevaluate subscription-based models.

Brands that already offer simple cancellations and clear renewal notices would face less disruption and could gain greater consumer trust. Those with complicated exit processes may see higher churn, while new requirements to gain consent before converting trials to paid plans could reduce conversion rates.

This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what’s happening in your industry. Non-clients can click here to get a demo of our full platform and coverage.