Simba Sleep Limited has signed undertakings with the Competition and Markets Authority (CMA) to address concerns about its online selling practices. These undertakings, which saw minor revisions accepted by the CMA on 22 September 2026, commit Simba to an agreed set of rules.
The rules include avoiding potentially misleading discount claims by ensuring higher 'was' prices are genuine, established through sufficient sales at that price. Simba must also use clear and accurate countdown clocks that do not create a false sense of urgency for consumers.
The CMA initially opened an investigation into Simba Sleep's compliance with consumer protection law on 15 December 2023, specifically looking into its use of price reduction and urgency claims. Simba is required to provide a report to the CMA within six months of signing the undertakings to demonstrate its compliance with these commitments.