The UK’s competition watchdog is set to take mattress seller Emma to court over its online discounting, which it claimed could be misleading shoppers.

The Competition and Markets Authority (CMA) opened an investigation into the retailer two years ago over the use of online urgency claims, such as countdown timers.

Countdown timers are a tool used by retailers to create a sense of urgency among shoppers by encouraging them to make a purchase before the clock on a deal runs out.

Emma was asked to make changes to its so-called “reference pricing”, which are used by retailers to show if a product was previously sold at a higher price.

We’re taking legal action against Emma, one of the UK’s best-selling mattress brands, for failing to address all of our concerns relating to the use of reference pricing.

Read more: https://t.co/LBX2dhTr6X#ConsumerProtection #OnlineShopping pic.twitter.com/mRcB6U4WKF

— Competition & Markets Authority (@CMAgovUK) October 25, 2024

But the watchdog said today (25 October) that it is necessary to seek an enforcement order from the court against the mattress seller requiring it to change its online selling practices, filling its claim in the High Court on Thursday 17 October.

CMA interim executive director George Lusty said: “We are concerned that when sales tactics such as discounts and countdown clocks are used in a misleading way, they can pressure shoppers into making quick purchases and spending more than they otherwise would, for fear of missing out.

“We have given Emma sufficient opportunity to alter the way it does business to address our concerns. They have failed to make all the changes that we require, which is why we’ve progressed to court action.”

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