The CMA says it is beginning a closer look at sales tactics among online retailers more widely as it announces a probe into Emma Sleep.
The competition regulator has announced an investigation into online sales practices at Emma Sleep amid a wider crackdown on pressure selling tactics.
The Competition and Markets Authority said it was to examine the German-owned firm's UK entities over concerns consumer law had been breached. Its concerns included the use of countdown timers and claims about time limits to misleadingly imply that discounted prices would soon end. The watchdog stressed its inquiry was at an early stage and there should be no assumption that the law had been broken.The CMA said it marked the start of its wider enforcement work focusing on so-called Online Choice Architecture to tackle potentially harmful online sales practices, including pressure selling tactics such as urgent time-limited claims.
These include countdown clocks, where sellers put pressure on shoppers to buy quickly, and eye-catching discount offers such as"50% off" claims when the real price reduction may not be as great as claimed.
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