misleading claim – Consumer Products Law Watch

Emma Sleep Hit Snooze on CMA’s Guidance and Got a Rude Awakening—a Warning for Online Traders to Check Their Sales Tactics Are Compliant

Nov 11 2024

by Aurelija Grubyte, Gabriela da Costa, Laura Scott

In the lead-up to Black Friday, online traders should take heed of the latest laws governing online pricing practices and displays to avoid being “marked down” by the regulators, who are flexing their muscles in this space.

Last year we highlighted how the Competition and Markets Authority (CMA), the UK regulator charged with overseeing enforcement of consumer protection laws, is taking a tough stand against so-called “dark patterns” deployed by e-commerce traders to coerce or rush customers into making purchases.

It’s the final countdown…or is it?: CMA issues decision on online pressure-selling tactics

Aug 01 2023

By: Arthur Artinian, Gabriela da Costa, Georgina Rigg, and Maya Ffrench-Adam

Countdown clocks are a useful feature of digital advertising. Think “Sale ends midnight!” accompanied by a clock counting down the minutes you have left to make an order. When used correctly these urgency claims can help drive interest in a sale. However, they can also easily become misleading and breach UK consumer protection laws.

These types of “urgency claims” include scarcity, popularity, act fast, or time limited claims and have recently come under the spotlight of the UK Competition and Markets Authority (“CMA”).

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