Introduction: Subscription businesses should prioritise ethical billing practices to maintain trust and respect customer rights.
Case Study: Dazn's practice of automatically enrolling customers into subscriptions after pay-per-view events, without clear opt-out options, has drawn criticism for exploiting customer oversight. In contrast, platforms that clearly communicate subscription terms and offer easy cancellation options, such as Amazon Prime Video, build trust and loyalty.
Improvement Strategy: To uphold ethical standards, subscription services should ensure transparent billing practices. Providing clear opt-in and opt-out options, sending reminders before renewal dates, and allowing customers to manage subscriptions easily online can prevent unintended renewals and customer dissatisfaction.
Conclusion: By prioritising transparency and ethical billing practices, subscription services can foster long-term customer relationships and sustain business growth.
