These include requirements that: ■■ The product or service meets a clear, unique and genuine customer need; ■■ Customers are able to exit or downgrade from the product or product elements with minimal difficulty or cost; ■■ An option to cancel without cost within a ‘cooling off ’ period is standard, and there is minimal difficulty or cost to cancel or switch after this period has ended; ■■ Customer vulnerability is considered and the risk of causing customer detriment is mitigated.