CMA Targets Wowcher for Dodgy “Urgency” Sales Tactics
The Competition and Markets Authority (CMA) has launched an investigation into Wowcher for potentially misleading shoppers with countdown timers and pressure-filled urgency claims. The watchdog fears these tactics push customers to buy quickly, without proper time to decide.
CMA Cracks Down on ‘Online Pressure Selling’
This probe is part of the CMA’s wider crackdown on ‘Online Choice Architecture’ (OCA), a programme focused on rooting out shady online sales practices. After going after Emma Sleep last year for similar issues, the CMA is now zeroing in on Wowcher. They’ll also check how Wowcher signs customers up to its membership scheme, possibly without clear consent.
Warning to All UK Online Sellers
The move follows the CMA’s open letter from 29 March outlining the “red lines” around urgency and price reduction claims. It warns all UK businesses selling online to ditch tricky tactics that mislead or apply unfair pressure to shoppers. The goal is to make sure buyers aren’t rushed into snap decisions by fake “last chance” messages.
CMA Chief Issues Tough Warning
“People who buy online should not be pressurised by practices implying that they must act quickly to avoid missing out, when this is not the case,” said CMA Chief Executive Sarah Cardell.
“We’ll be scrutinising these claims from Wowcher and if we find the company is using misleading online selling tactics, we won’t hesitate to take enforcement action – through the courts if necessary.”
“This is the second investigation we have opened into urgency claims – which can be a type of pressure selling – and all companies should take note and review their own practices.”
Businesses should heed the CMA’s advice and clean up their act – or risk facing legal action.
