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California Amends Autorenewal Law Effective July 1, 2025

Written by Alina Lee

Attention business owners and marketers! California has just shaken up the subscription game with major amendments to its Automatic Renewal Law. Here’s what you need to know:

Effective July 1, 2025, the new law introduces the following key changes:
-Express affirmative consent is now mandatory for all auto-renewals
-Companies must allow cancellations through the same medium used for enrollment
-Retention offers allowed, but with clear opt-out options
-Free trials now fall under most automatic renewal requirements
-Misrepresentation of material facts strictly prohibited

What This Means for You:
1. Review and update your subscription processes
2. Ensure transparent communication with customers
3. Prepare for potential increases in litigation
4. Hire Marketing Law counsel, like Alina Lee of Aspire Law, to support you!

Don’t let these changes catch you off guard! Start preparing now to stay compliant and maintain customer trust.

Here is a link to the new law: https://leginfo.legislature.ca.gov/faces/billTextClient.xhtml?bill_id=202320240AB2863

Question: How do you think these changes will impact subscription-based businesses?

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About The Author Alina Lee

I am a marketing law attorney who helps marketing agencies and companies with marketing departments protect their brands. In my legal career, I’ve worked at two prominent law firms and in-house at two renowned companies. Through my firm, Your Ad Attorney, I provide end-to-end legal counseling for your front-end marketing, online paywalls, and customer service communications. Plus, I provide up front flat rates on a project-by-project basis with clear turnaround times.
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This blog gives general information about marketing law trends and updates. Nothing on this site is meant as legal advice. Each situation differs on a case-by-case basis depending on the facts presented. Providing this information doesn’t create an attorney-client relationship and readers should not act upon this information without seeking legal counsel.