The Competition and Markets Authority (CMA) has issued fines totalling £6 million to three businesses for engaging in misleading sales tactics. Wayfair, Appliances Direct, and Gold's Gym were penalised following investigations into their practices.
Wayfair received a £4.8 million fine for advertising products with 'Daily Deals' and 'Flash Deals' that implied urgency, despite many items remaining available at the same or lower prices after the stated deadlines. Appliances Direct was fined £1.2 million for similar false time-limited offers and for automatically opting customers into paid-for services like appliance removal or installation without explicit consent. Appliances Direct will refund approximately £432,000 to affected customers, with average payouts of £25 per customer.
Gold's Gym, a UK franchise operating four gyms in London, was fined £45,000. The CMA found that the gym failed to clearly include mandatory joining fees in the total price displayed for annual and Direct Debit memberships. Gold's Gym is ordered to refund a total of £9,220 to 726 affected customers, with individual refunds of either £10 or £50 depending on the membership type.
All three businesses engaged constructively with the CMA, admitted to breaking the law, and settled early, resulting in a 40% reduction in their fines. This action is part of the CMA's broader efforts to address cost of living pressures, using strengthened consumer protection enforcement powers.