CMA Takes Emma to Court Over Misleading Sales Tactics
The Competition and Markets Authority (CMA) has launched legal action against online retailer Emma. The move comes after Emma failed to fix concerns over potentially deceptive marketing practices.
Countdown Timers and Fake Urgency Under Fire
The CMA’s investigation flagged Emma’s use of countdown timers, urgency claims, and questionable discount pricing. These tactics could mislead shoppers into rushing purchases. The regulator warned Emma to clean up its act and promised to protect consumers from pressure sales.
Emma Ignored CMA’s Warnings
George Lusty, Interim Executive Director for Consumer Protection at the CMA, blasted Emma for brushing off calls to change:
“We have given Emma sufficient opportunity to alter the way it does business to address our concerns. They have failed to make all the changes that we require, which is why we’ve progressed to court action.”
The CMA worries that Emma’s tactics cause buyers to overspend, fearing they’ll miss out on special offers.
What’s Next for Emma?
Emma can still avoid a court showdown by agreeing to CMA demands or offering formal undertakings. The move is part of a wider CMA crackdown on sneaky online sales tactics.
Recently, the CMA successfully forced Simba Sleep to back up their “was” prices with real sales data. From April 2025, the CMA expects new powers to fine companies up to 10% of global turnover for consumer law breaches – though firms can appeal.
The CMA is determined to keep online shopping fair and square.
