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State laws are enforcing stricter "Click-to-Cancel" rules for online subscriptions, making compliance essential for publishers to build trust, retain revenue, and meet evolving consumer expectations.
State laws are enforcing stricter "Click-to-Cancel" rules for online subscriptions, making compliance essential for publishers to build trust, retain revenue, and meet evolving consumer expectations.
The FTC’s "Click to Cancel" rule was supposed to take effect on July 14, 2025, requiring businesses to make cancellations as easy as signing up.
While the future of the federal rule is uncertain, that doesn’t mean you’re off the hook.
Several states—including California, Colorado, New York, Delaware, and Illinois—already have active laws requiring simple, self-serve cancellation for online subscriptions. And more states are following suit.
Even beyond legal risk, the business case is undeniable. Consumers overwhelmingly say they would subscribe more if canceling were easier. A confusing or frustrating cancellation experience not only hurts trust—it hurts retention and revenue.
With BLOX Audience+, you can meet subscriber expectations, comply with state laws, and protect your recurring revenue, all with one seamless workflow.
Self-Serve Cancel for BLOX Audience+
Self-Serve Cancel for BLOX Audience+ offers a holistic approach to subscription management, focusing on user experience, efficiency, and retention.
Providing a straightforward way to cancel builds long-term trust and helps protect recurring revenue.
With BLOX's Self-Serve Cancel, you can achieve compliance in a few clicks, without development work, all while reducing the burden on your customer service team.
State laws are already raising the bar
While the federal rule is on hold, state-level regulations are already in force—and they’re not optional. If your business serves users in these states, compliance is required.
States with active or soon-to-be-enforced cancellation laws include:
California – Requires a prominent “click to cancel” button for online subscriptions.
New York – Online sign-ups must include online cancellation.
Delaware – Canceling must be as easy as signing up (same method required).
Colorado – Must provide a one-click cancel link on the website.
Illinois – Online subscriptions must allow online cancel with no extra friction.
Tennessee – No "call to cancel" allowed for online subscriptions.
Idaho – Requires cancel method to match the sign-up method.
Georgia – Must include a cancel link or pre-filled cancel email.
Arkansas, Utah, Massachusetts – New cancellation laws take effect later in 2025.
Bottom line: If you operate in multiple states, compliance with the strictest laws is the safest and smartest move.
How well does it work?
BLOX’s Click to Cancel sites with Save Offers retains 13% more subscribers, turning potential cancellations into retained revenue.
BLOX studied 70 websites using the "Click to Cancel" workflow over a 90-day period. Using Google Analytics, we tracked users who began the cancellation process, measuring how many completed it versus those who exited early or accepted a save offer.
We found that even a small save rate—1 in 20—can drive meaningful revenue at scale, making save offers a proven, high-impact retention strategy.**
The smarter metering solution that targets users with custom offers and converts casual visitors into paying subscribers.
Self-Serve Cancel* for BLOX Audience+ provides an intuitive, hassle-free end-user cancellation workflow that supports your business goals. It improves user experience, reduces labor for support teams, and helps retain subscribers through Save Offers that convert.
With Self-Serve Cancel, you're building trust, increasing retention, and proving your commitment to transparency.
Not yet on board with BLOX Audience+ and Premium Credit Card Management? Contact us today and let us give you a tour of how this can work for your organization—helping you stay ahead of evolving consumer expectations while unlocking new opportunities for revenue growth and retention.
Disclaimer: This article is for informational purposes only and does not constitute legal advice. Laws vary by state and may change. Please consult your legal counsel to ensure compliance with all applicable regulations, terms of service, and privacy policies.
* BLOX Audience+ and Premium Credit Card Management features are required. If you aren't part of these programs, additional fees will apply. ** Some state laws prohibit interruptions or "save" offers in the cancellation flow.
