What is online exit for subscriptions?

TL;DR

Online exit means that if a subscription can be bought online, the consumer must be able to end it online, with instructions displayed where they are likely to look.

What does “Online exit” mean?

Acceptable routes include a clearly labelled button on the website or in the app, a button in the consumer's online account (accounts aren't mandatory) or a simple web form. The draft guidance says that offering only an email address is not a straightforward online exit route. Chatbots and AI assistants aren't ruled out, but they must meet the same "straightforward, no unnecessary steps" test.

How does it relate to football membership?

Almost every club sells membership online, so almost every club offering auto-renewal will need an online way to end it, ideally in the same account where fans manage tickets and membership. Instructions should be easy to find, for example in the account area and in the membership FAQs.

How Limio helps

Limio includes a self-serve account where fans can view, upgrade, change or end their membership online, using the club's existing login (SSO), with every change sent to the CRM and an end of contract notice triggered automatically.

This is a plain-English summary of the subscription rules in Part 4, Chapter 2 of the DMCCA and the draft Consumer Subscription Contracts (Cancellation and Information) Regulations 2026, based on the draft government guidance published in October 2026. The regulations are still subject to parliamentary approval. It is not legal advice.

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