Andy Burnham announced plans to combat misleading retail discounts and subscription traps as part of cost-of-living relief. The prime minister aims to ban false 'pretend prices' and £1.6bn in annual consumer spending on unwanted subscriptions. A consultation will target inflated 'was' prices and deceptive deals under the Digital Markets, Competition and Consumers Act.

Existing rules on subscriptions will tighten from January 2027, saving consumers an average £14/month per canceled contract. Charities like Which? support the measures, urging swift enforcement. Critics like Tory Mel Stride argue Labour’s policies, including tax hikes, worsen costs.

Burnham will tour regions, focusing on high-street revitalization and devolution, despite polls showing 46% opposition to income tax devolution. The agenda aims to address public frustrations with 'rip-off' pricing and subscriptions.