CMA fines Wayfair, Appliances Direct and Gold’s Gym £6 million for misleading sales tactics
Wayfair, Appliances Direct and Gold’s Gym will pay a total of £6 million in fines and refund about £440,000 to customers, the CMA said.
By Felo News Desk · Published
Britain’s Competition and Markets Authority (CMA) announced on 14 October that it has fined three firms a combined £6 million for misleading sales tactics.
What happened
The regulator imposed a £4.8 million penalty on online retailer Wayfair for offering time‑limited deals that did not end when advertised. Appliances Direct received a £1.2 million fine and was ordered to refund roughly £432,000 to customers after it automatically added paid‑for extras to orders. Gold’s Gym was fined £45,000 and must return about £9,000 because it failed to display the full price of memberships, including joining fees, in a clear and timely way. In total, customers of Appliances Direct and Gold’s Gym will receive about £440,000 in refunds.
What the reports add
Both Independent articles report the same figures for the fines and refunds. The first article notes that the CMA said the firms will contact affected customers directly, while the second repeats that customers need not take any action. No other outlets are cited, and there are no conflicting statements.
What was said
Hayley Fletcher, senior director for consumer protection at the CMA, told the Independent: “Whether buying a new sofa, a washing machine, or joining a gym, people should see genuine, accurate prices and offers – and decide for themselves whether they want optional extras. At a time when many households are carefully managing their budgets, people shouldn’t lose out because of misleading sales tactics. The time is up for this kind of behaviour. Businesses must treat their customers fairly and make sure they comply with the law – or.”
How it came about
The CMA’s action follows a broader crackdown on unfair commercial practices across the UK retail sector. Earlier this month, Felo News reported on strong festive‑season demand for appliances despite price hikes (appliance-festive-sales-growth), highlighting the market context in which Appliances Direct operates. The regulator’s enforcement demonstrates its focus on ensuring transparent pricing as consumer budgets tighten.
Key facts
- Wayfair was fined £4.8 million for false time‑limited offers (independent.co.uk)
- Appliances Direct was fined £1.2 million and must refund about £432,000 (independent.co.uk)
- Gold’s Gym was fined £45,000 and must refund about £9,000 (independent.co.uk)
- Total refunds to customers will be roughly £440,000 (independent.co.uk)
- Hayley Fletcher of the CMA warned that businesses must treat customers fairly (independent.co.uk)
