The High Court has ruled that Emma Sleep infringed consumer law, according to a judgment handed down on 30 July 2026. The court found the company in breach regarding a number of admitted infringements.
This judgment follows a court-confirmed settlement on 22 May 2026, where Emma Sleep admitted to breaking consumer law. The company used misleading countdown timers, false 'high demand' messages, and 'discount' claims to create false pressure on consumers to make purchases.
As part of that settlement, Emma Sleep agreed to stop these practices and implement compliance measures. However, a separate issue concerning the company's use of 'was/now' reference pricing is still ongoing and was scheduled for a trial starting on 4 June 2026.
The Competition and Markets Authority (CMA) is now considering the judgment and its next steps, and has temporarily withdrawn its online mattress sales guidance.