The Competition and Markets Authority (CMA) has fined three businesses a combined £6m for misleading sales tactics, including false time-limited offers, automatically adding paid-for extras and failing to disclose mandatory fees clearly.

US online home furnishings retailer Wayfair received the largest penalty of £4.8m for advertising deals that appeared to expire after a set period but often remained available at the same or lower prices beyond the deadline.

The CMA found that countdown timers and messages such as “Here Today, Gone Tomorrow” could pressure customers into making rushed purchases.

Derbyshire-based Appliances Direct was fined £1.2m for similar misleading countdown promotions and automatically opting customers into paid-for appliance removal, recycling and installation services without obtaining their express consent. The company has also been ordered to refund around £432,000 to affected customers, with average payouts of £25.

Gold’s Gym, a UK franchise operating four gyms in London, was fined £45,000 for failing to display mandatory joining fees clearly in the total price of annual and direct debit memberships. It must refund £9,220 to 726 affected customers, who will receive either £10 or £50 depending on their membership.

All three businesses admitted breaking the law and agreed to settle their cases early, receiving a 40% reduction in their fines. Appliances Direct and Gold’s Gym will contact affected customers directly about their refunds, and customers do not need to take any action.

Hayley Fletcher, senior director for consumer protection at the CMA, said: “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.”

The CMA said it had imposed more than £12m in fines and secured nearly £2.4m in consumer refunds during the past 18 months under its strengthened consumer protection enforcement powers, as part of its wider work to help ease cost of living pressures.

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