The Competition and Markets Authority has fined Wayfair £4.8m for using false time-limited offers on its UK website.
The regulator found that products promoted through “Daily Deals” and 24-hour “Flash Deals” were accompanied by countdown timers and messages suggesting customers needed to act quickly. Many products remained available at the same price or a lower price after the deadline.
Wayfair admitted breaching consumer protection law and agreed to settle the case. The penalty includes a 40 per cent reduction for early settlement and the company has agreed not to appeal.
The action was taken using the CMA’s powers under the Digital Markets, Competition and Consumers Act 2024. The regulator can fine businesses up to 10 per cent of global turnover for consumer-law infringements.
The wider enforcement action also included penalties against Appliances Direct and Gold’s Gym. The CMA said businesses must present genuine, accurate offers and allow customers enough time to make informed decisions.
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