This is a positive first step by Mastercard to address a perennial consumer complaint: free trials that end up with the consumer locked into an unplanned, expensive recurring subscription.

Fear of the financial and administrative risk in forgetting to cancel a free trial is a serious friction on try-before-you-buy promotions.

Unfortunately MasterCard’s new policy is limited to physical products (think health and skincare products), and doesn’t include digital subscriptions.

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