When "Free" Is not Really Free:
The Hidden Cost of Trial Offers
Published by the Consumer Protection Bureau (CPB) | 16 January 2026
Free trials have become a standard marketing tool across the digital economy. From streaming platforms and fitness apps to productivity software and dietary supplements, consumers are routinely encouraged to “try before you buy” with promises of zero cost for 14 or 30 days.
But for many, these trials are not as risk-free as they appear.
Behind the marketing slogans, a growing number of consumers are finding themselves quietly enrolled into paid subscriptions they never knowingly agreed to often only discovering the charges weeks or months later, when money has already left their account.
This is not a minor inconvenience. Regulators and consumer organisations worldwide have identified subscription traps as a widespread and costly form of consumer harm, draining millions from household budgets each year.
The Allure And The Trap
A consumer signs up for a free trial, entering card details “for verification purposes”. The service works as expected. Then, without any clear reminder or warning, the trial period ends and automatic payments begin.
In many cases:
- ➤ No meaningful notification is sent before billing starts
- ➤ Cancellation options are hidden or difficult to locate
- ➤ Consumers are pushed through complex or time-consuming cancellation processes
"Once the trial converts, you might find recurring charges on your bank statement. Days or weeks later, these renew again. Before you realise it, you have paid far more than you expected for something you intended to try for free."
How Subscription Traps Work
Investigations by consumer protection bodies show that many companies rely on design techniques often referred to as dark patterns that steer users towards ongoing payments while discouraging cancellation.
Common tactics include:
Pre-selected renewal boxes, meaning consumers are opted into recurring payments by default.
Key billing information buried in lengthy terms, rather than displayed clearly at sign-up.
Obstructive cancellation routes, requiring multiple steps, hidden menus, or customer service calls.
Individually, these practices may seem minor. Collectively, they create a system where it is far easier to sign up than to leave.
Why This Matters
Subscription traps exploit reasonable consumer expectations.
Most people understand a “free trial” to mean exactly that a chance to test a service without financial consequence. When payment obligations are concealed, obscured, or downplayed, consumer consent becomes questionable.
Regulators increasingly recognise these practices as unfair and potentially unlawful, particularly where pricing, renewal terms, or cancellation rights are not presented clearly and prominently.
How to Protect Yourself
Being vigilant and informed is your best defence
Consumers can reduce the risk of falling into subscription traps by taking a few practical steps:
Early detection is key. The sooner an issue is identified, the easier it is to stop further losses..
CPB’s Role
The Consumer Protection Bureau regularly assists consumers who have been caught out by misleading free trials and unclear subscription practices. This includes helping individuals challenge unfair charges, seek refunds, and understand their consumer rights.
Awareness remains the strongest defence. The more consumers understand how these traps operate, the harder they are to sustain.
If a “free” offer has ended up costing you more than expected, CPB encourages you to seek advice and take action.
Contact CPB for helpFree should mean free, not a financial ambush.
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