New rule requires businesses to make subscribing and cancelling subscriptions equally simple.

The US Federal Trade Commission (FTC) has adopted a ‘click to cancel’ rule, which aims to make it easier for people to end subscriptions.

It will force companies to make subscription sign-ups and cancellations equally straightforward.

Businesses, including retailers and gyms, will also have to get consent from customers before renewing subscriptions or converting free trials into paid memberships.

The new rule is due to come into effect in around six months’ time.