Emma Sleep in dock for online selling practices: UK CMA flags misleading sales
London
Emma Sleep Mattresses Company is in the dock for alleged misleading online selling practices as per the investigation of the UK Competition and Markets Authority (CMA).
The investigation into Emma Sleep’s online selling practices was launched by CMA in November 2022 after concerns about urgency claims, downtown timers and discounts.
The probe concluded that the discount claims of Emma Sleep didn’t convert into actual savings by consumers.
The use of countdown timers and claims of high demand for certain products could mislead consumers, violating consumer protection laws, a CMA official said.
Citing the example of such malpractices, the CMA said Emma Sleep’s website is noted for extensive ‘discount’ offers with previous (higher) and now prices.
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In addition, the discounts were used with countdown clocks which are generally to help shoppers to take advantage of genuine sales. But these were replaced after the conclusion of the current offer.
“This can lead to rushed purchases or consumers spending more than they planned to bag a perceived bargain,” he added.
The CMA on Friday wrote to Emma Sleep detailing its concerns and outlining the ways in which it can address these by stopping countdown timers and discount offers.
The CMA Chief Executive Sarah Cardell said “We have put a number of detailed concerns to Emma Sleep about its sales tactics.
The CMA looks to Emma Sleep to agree to change the way it does business to avoid the risk of court action.”
It is worth noting that the probe concerns Emma Sleep GmbH, Emma Matratzen GmbH, Emma Sleep UK Ltd and other firms in the group and their directors.
