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