Pet owners are going into debt and turning off the heating to afford caring for their cats and dogs, new research has revealed. 

Around 1 in 10 pet owners say they have gone into debt to care for their pets, while the same amount claim to have had to cut out essentials to meet soaring vet bills. 

It comes after the Competition and Markets Authority announced new rules which will legally require vets to cap prescription fees and publish price lists for their services. These will take effect later this year.

Vet fees rose by 63 per cent between 2016 and 2023, according to veterinary charity People's Dispensary for Sick Animals (PDSA), forcing pet owners to make difficult decisions.

And while pet insurance offers a way to manage the cost of veterinary care, owners are increasingly questioning whether their policies are fair and offer value for money. 

Pet owners were the most irate of all insurance customers, according to a separate survey, with satisfaction plummeting from 4.35 to 2.71 out of 5 in a single year. 

One in 20 owners say they have skipped heating their home to pay for pet care, while two-thirds of pet owners say they’d be unable to cover an unexpected surgery for their beloved animal if it needed it. 

One in seven have cut back on non-essentials such as going out for a meal in the last two years to ensure their pet was cared for. 

The charity warned that increased costs for pet care has led to pet health inequality as vital vet trips are being delayed because of prohibitive costs. 

Some 11 per cent of pet owners across the UK say that they have postponed a vet visit, meaning around 3 million pets may not have had timely care.  

PDSA director general, Jan McLoughlin, says: 'While this is very sad to hear, it’s not surprising. PDSA has been helping people and pets for more than 100 years, and we know our work is needed as much today as it ever was. 

'The reality for many pet owners is life looks very different compared to five years ago. Anyone’s circumstances can change because of illness, redundancy, or just the increased cost of living.

'No pet should suffer because their owner is experiencing financial hardship.'

And pet owners report feelings of shame and embarrassment for not being able to afford the best care for their pets.  

Around one in seven say they feel like a bad pet owner when they have to choose cheaper options for their pet’s care, while one in ten fear people would judge them for failing to pay for their pet's needs.   

Consumer psychologist Cathrine Jansson-Boyd said: 'It’s no overstatement to say pets are a lifeline for millions of Britons: offering comfort, connection and unconditional love. 

'This is why it is upsetting to hear about the stark choices people are facing as the cost of living crisis and "petflation" mounts. 

'It has an impact on the owners' own wellbeing, as well as that of their pets. People don't want to cut back on food or healthcare for their pets, because they want to do the best for them. 

'That means they suffer financially and emotionally, as they have to make difficult choices in order to cope.'