By Andrea Shalal

WASHINGTON (Reuters) - The Biden administration on Monday unveiled new rules and efforts targeting consumer annoyances ranging from hard-to-cancel subscriptions, cumbersome insurance forms, and not being able to get a live customer service agent on the phone.

The "Time is Money" initiative is aimed at cracking down on endless hold times or deliberately complicated procedures that cost consumers, said Neera Tanden, U.S. President Joe Biden's domestic policy adviser.

She said it shouldn't take 45 minutes to cancel a subscription that it took one click to order, and people shouldn't be forced to print out complicated forms to file an insurance claim. Often they give up, she said, leaving companies holding onto money that consumers could spend elsewhere.

"These seemingly small inconveniences don't really happen by accident. They have huge financial consequences," she said.

The push is part of an effort by Biden aimed at easing strains on voters' pocketbooks amid persistent inflation concerns that have eroded support for the Democratic Party.

Vice President Kamala Harris, now the Democratic presidential candidate, is making a similar case as she campaigns across the country.

Business executives have chafed at what they see as efforts by Democrats to vilify and over-regulate industry. Republican presidential candidate Donald Trump has campaigned on relieving companies of regulatory burdens.

The new actions use existing government oversight tools and are not aimed at "shaming corporations writ large," Tanden said. They do not require congressional approval, an official said, and some will be phased in over coming months.

The Federal Trade Commission is accepting comments on a proposed rule that would require companies to make it as easy to cancel a subscription or service as it was to sign up, the official said.

The Federal Communications Commission is moving on Monday toward setting similar requirements for cable, broadband and cellphone service.

The Labor and Health and Human Services departments will also write to big healthcare companies and insurers, urging them to allow consumers to file forms online.

Several U.S. agencies are working on new rules requiring companies to offer customers a single button to reach a real person, instead of navigating a lengthy phone tree "doom loop," the officials said.

The Consumer Financial Protection Bureau is also planning to issue rules cracking down on "time-wasting chatbots" used by banks, the official said.