NAIROBI, Kenya- The U.S. Federal Trade Commission (FTC) is cracking down on tricky subscription services with its newly introduced “click to cancel” rule.
This game-changing regulation will force companies to make canceling subscriptions as easy as signing up, saving millions of people from the headache of jumping through hoops just to end a service they no longer want.
And while this is a big win for American consumers, the impact of such rules could resonate far beyond U.S. borders, potentially benefiting users across the globe—including Kenya.
Whether it’s a streaming service, or a digital platform, most of us have encountered the frustrations of trying to cancel a subscription.
Kenyan consumers are no strangers to this struggle. The rapid rise of mobile services like Netflix, Showmax, Spotify, and even local services such as Safaricom’s Baze and Viusasa have brought more convenience—but they’ve also introduced a familiar problem.
People often sign up easily through a few taps on their phones, only to find themselves stuck in an endless maze when they try to cancel.
Just imagine signing up for a one-month free trial on your favorite streaming service, only to realize you’ve been charged the next month without any notification.
Trying to reverse that charge can sometimes mean spending hours on customer service, with no clear solution.
Now, picture a world where canceling is as simple as clicking a button—no more hidden pages, no need to call anyone. That’s what the new rule promises.
Starting in about six months, U.S. companies will be required to make subscription cancellations as easy as sign-ups.
But here’s the kicker: this rule isn’t just a win for the U.S. As the subscription economy continues to expand globally, other countries are keeping a close watch on how to protect their consumers too.
In Kenya, where many people have subscriptions to international platforms or local digital services, similar protections could be transformative.As the digital landscape continues to grow, companies must also adapt to more consumer-friendly practices.
