The Competition and Markets Authority (CMA) has launched court action against Emma following an investigation into the company's online sales practices, including the use of discounts and urgency claims that may mislead consumers.

The CMA has urged Emma to make changes and agree to commitments to ensure compliance with consumer protection laws and fair treatment of shoppers. Despite this, Emma has not fully addressed the CMA's concerns, particularly regarding reference pricing, leading to the court action.

The CMA's Interim Executive Director highlighted concerns that misleading sales tactics like discounts and countdown clocks could pressure consumers into hasty purchases, potentially resulting in overspending.

Under its ongoing consumer enforcement work, the CMA is focusing on 'Online Choice Architecture' to address harmful online selling practices, including pressure selling tactics. The CMA has previously enforced changes in business practices, such as ensuring genuine 'was' prices, as seen in the case of Simba Sleep.

Starting from April 2025, the CMA will have the authority to independently determine violations of consumer law and impose fines of up to 10% of a company's global turnover. Companies will retain the right to appeal CMA decisions to the courts.