Britain's government is accelerating a cost-of-living push by tightening rules on hard-to-cancel subscriptions and preparing a crackdown on misleading retail discounts. Prime Minister Andy Burnham said the measures are expected to save consumers £400 million a year. The subscription changes, originally due next spring, have been brought forward to January next year. Companies will have to present clearer contract terms at sign-up, send regular reminders during the contract period and make cancellations much easier. A 14-day cooling-off period will also apply after a free trial ends or a long-term contract renews automatically. The government said the UK has about 155 million active subscriptions, with people holding an average of three services and spending roughly £500 a year. Unwanted subscriptions account for an estimated £1.6 billion of annual spending, and ministers said consumers could save about £14 a month by cancelling them earlier. Alongside that, ministers plan to consult this autumn on banning practices including misrepresenting past selling prices, inventing discounts and using recommended retail prices in ways that exaggerate savings. Burnham said the initiative forms part of a broader effort to reduce living costs after moves including scrapping taxes on household electricity bills, capping bus fares and cutting business rates for pubs, clubs and live music venues. The British Retail Consortium said its members already comply with promotion rules and offer genuine discounts.