Contact the business in writing today and ask for cancellation under the cooling-off period, then keep proof of when the request was sent. If payment has already been taken, ask for a refund and confirm the date the contract started and how it was agreed (online, phone, in person). If the seller refuses, move quickly to a formal complaint and prepare to dispute the payment through the same route you paid. Most UK disputes turn on whether the contract was made at a distance and whether the cancellation notice was given clearly and on time.
A cooling-off period is not automatic for every purchase, so the next step is to check the type of contract and where it was agreed. Where cooling-off applies, the practical aim is to show a clear cancellation message within the allowed window and to stop further payments while the complaint runs. Where it does not apply, the focus shifts to mis-selling, unclear terms, or a service not provided as promised.
What the problem is
People in the UK often try to cancel a new contract and are told the “cooling-off period doesn’t apply” or that cancellation must be done in a specific way that was never made clear. This comes up most with phone and broadband deals, subscription services, training courses, furniture ordered online, and add-on warranties sold during checkout. It also appears after a doorstep sale, a follow-up call after a quote, or a “sign up now” online checkout where the buyer later realises the ongoing cost or minimum term.
The confusion usually starts when the business uses everyday language like “trial”, “intro offer”, “reservation”, or “admin fee”, while the paperwork treats it as a binding contract. It affects consumers who act quickly after purchase, especially when the first payment is taken immediately or a direct debit is set up during sign-up. The practical problem is not just cancelling; it is stopping further charges and avoiding being chased for early termination fees.
Why this happens
Distance sales mix-ups
Cooling-off rights most commonly apply to contracts made at a distance, such as online or over the phone, but many purchases sit in a grey area. A buyer might research online, then confirm by phone, then sign a form in-store, and the business may treat it as an in-person sale to avoid cancellation rights. Another common pattern is a “call back” after an online enquiry where the seller frames it as advice rather than a sales call, even though the agreement is made during that call.
Start date confusion
Businesses often argue that the cancellation window started earlier than the customer expects, for example from the day the order was placed rather than the day the contract details were received. With services, the seller may say the service started immediately because access was granted, an account was created, or a booking was made. With goods, the business may treat delivery as complete when it is handed to a courier, not when it arrives, even though the customer only gains control when it is received.
Process barriers
Some companies build friction into cancellation by insisting on phone-only cancellation, long hold times, or a specific web form that is hard to find. Another common behaviour is to accept the cancellation request but keep billing “until the system updates”, then suggest the customer should have cancelled earlier. Where direct debit is involved, businesses sometimes rely on the customer not knowing how to stop payments safely without creating a separate dispute.
Refund resistance
Refunds are often delayed with claims of “processing time”, “admin fees”, or deductions for “used service”, even where the customer cancelled promptly. Some sellers push store credit instead of a refund, or say the refund can only go to the original card even when that card has expired. A typical UK outcome is that the business agrees to cancel but continues to take at least one further payment before the account is fully closed.
Your rights or position
When it applies
In practical terms, cooling-off is most relevant when the contract was agreed without face-to-face contact, such as online checkout, phone sales, or a doorstep agreement. If the purchase was made entirely in a shop, cooling-off is usually a goodwill policy rather than a right, unless the seller has promised a return option. For mixed journeys, the key question is where the contract was actually formed: the moment the customer accepted the offer and became bound to pay.
What cancellation needs
A valid cancellation usually comes down to a clear statement that the contract is being cancelled, sent within the allowed time, using a channel the business accepts or that is reasonable in the circumstances. A short email or message through an account portal can be enough if it identifies the customer and the order or account. Where the business insists on a particular method, it still helps to send cancellation in more than one way so there is a timestamped record.
Refund expectations
Where cooling-off applies, the practical expectation is that payments already taken are returned, and future payments stop. If goods are involved, the buyer may need to return them, and the business may ask for reasonable care of the item while it is in the buyer’s possession. For services, the seller may argue for a deduction if the customer asked for the service to start during the cancellation period, so it matters what was agreed about immediate performance.
Legal or official basis
Consumer Contracts rules
The main official basis for cooling-off in the UK is the Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013. In practice, these rules require businesses to give certain pre-contract information and explain how to cancel for distance and off-premises contracts; where that information is missing or unclear, disputes often become easier to argue because the business struggles to show the customer was properly informed. The rules also shape what happens after cancellation, including the expectation of refunds and what can be deducted when a service has started early.
For a plain-English overview of how cooling-off works for online, phone, and doorstep sales, use GOV.UK guidance and compare it to what the seller actually told you at the point of sale.
What evidence matters
Proof of purchase
Collect the order confirmation, contract summary, welcome email, and any screenshots of the checkout or sign-up pages. If the agreement was by phone, keep the date and time of the call, the number used, and any follow-up texts or emails. For doorstep or in-home sales, note the date, who attended, and what paperwork was left behind.
Cancellation record
Keep the exact cancellation message that was sent, including the time and date, and any automated reply or ticket number. If cancellation was attempted by phone, keep call logs and follow up immediately with an email saying cancellation was requested on that call. If the business offers a portal button, take a screenshot showing the cancellation submission and any confirmation screen.
Payment trail
Download bank or card statements showing payments taken, pending transactions, and any new direct debit instruction. If a refund is promised, keep the message that confirms the amount and timeframe. If charges continue after cancellation, highlight the dates and amounts so the pattern is obvious.
What not to do
Avoid cancelling a direct debit without first sending a clear cancellation notice to the business, because it can trigger automated debt collection while the seller claims no cancellation was received. Avoid returning goods without tracking or without confirming the return address, as “not received” is a common reason for refusing refunds. Avoid long back-and-forth chats that never state cancellation plainly; a dispute is easier when there is one clear message that cannot be reinterpreted as “asking about options”.
Common mistakes
Many UK complaints fail because the customer cannot show when the cancellation window started, so the business’s timeline goes unchallenged. Another frequent mistake is relying on a verbal promise from an agent without getting it in writing, especially where the agent says “it’s cancelled” but no confirmation arrives. Some people also accept a “pause” or “downgrade” as a quick fix, then discover it resets terms or creates a new minimum period.
What to do next
Send clear notice
Send one short cancellation message today by email or the account contact form, stating the order or account number, the date of purchase, and that cancellation is being exercised within the cooling-off period. Ask for written confirmation of cancellation and the refund amount and date. If the business only offers phone cancellation, still send the written message and reference any call already made.
Stop further charges
Check whether a direct debit has been set up and whether another payment is scheduled. If the business does not confirm cancellation promptly, contact the bank to stop future direct debit collections while keeping the cancellation dispute open, and keep a note of what the bank confirms. If payment was by card and the seller continues to charge, ask the card provider about blocking further payments and disputing any that were not authorised after cancellation.
Push for confirmation
If no confirmation arrives within a couple of working days, send a follow-up that repeats the cancellation and attaches the earlier message. Ask the business to confirm the contract start date they are relying on and where they say the contract was formed (online, phone, in-store). This often flushes out whether the seller is treating the sale as in-person to avoid cooling-off.
Escalate complaint
If the business refuses cancellation or insists on fees, raise a formal complaint using the company’s complaints process and request a deadlock response or final position in writing. Keep the complaint focused on the timeline, the sales channel, and what information was or was not provided about cancellation. If the dispute is tied to a subscription that is hard to exit, the steps used for a Gym membership cancellation blocked situation can be a useful template for escalating and pinning the business down to a written outcome.
Change approach
If it becomes clear cooling-off does not apply, switch strategy rather than repeating the same request. Focus on whether the product or service was mis-described, whether key terms were hidden, whether the service has not been provided, or whether the business failed to follow its own cancellation policy. Where the seller has already taken money and is refusing to engage, move the dispute to the payment route and keep communication in writing so the timeline stays clean.
Related issues nearby
If the cancellation problem is tied to a telecoms upgrade, a handset bundle, or a contract that started after a sales call, the patterns are often closer to a Mobile contract cancellation issue than a simple online return, especially where the provider argues the service has already started. If the dispute involves travel add-ons, insurance, or a package that changed after booking, it may be worth checking whether the real issue is not cooling-off at all but a separate compensation route.
FAQ quick checks
Cooling-off window
Cooling-off period for online orders usually runs from delivery for goods and from the day after the contract is made for many services. If the seller cannot show the required cancellation information was provided, the window can be argued to be longer in practice.
Phone sale proof
Phone contract cancellation evidence often comes from call logs, follow-up texts, and the welcome email showing when the agreement was confirmed. If the business recorded the call, ask for a copy or a transcript as part of the complaint.
Service started early
Immediate service start during cooling-off can lead to a deduction if the customer asked for performance to begin right away. If access was activated without a clear request, challenge any deduction and ask the seller to show where consent was captured.
Return and refund
Returning goods after cancelling within cooling-off normally requires tracked postage and proof of the return address used. If the seller claims non-receipt, the tracking and delivery confirmation usually decide the dispute.
Before you move on
Write down the purchase date, the exact moment cancellation was sent, and the next payment date, then act in that order so the timeline stays consistent. Time pressure is common where a business pushes for a quick acceptance of fees or a downgrade to “close the case”.
Get help with the next…
Contact UKFixGuide — Send the cancellation timeline and include dates, screenshots of the cancellation message, and any order or account reference numbers.
