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UK Competition Regulator Hits Three Businesses with GBP6 Million Penalty Over 'Misleading' Sales Practices
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06:04 AM EDT, 10/14/2026 (MT Newswires) -- The UK's Competition and Markets Authority imposed fines totaling over 6 million pounds sterling against three businesses for "misleading" sales practices, according to a Wednesday notice. Wayfair received a 4.8 million-pound penalty after the regulator found that the online home retailer's time-limited offers were false, since they did not end when advertised. Gold's Gym, a franchise with four gyms in London, was fined 45,000 pounds for leaving the joining fee out of the total price for annual and direct debit memberships, or showing the total in a way customers were unlikely to notice. Appliances Direct, meanwhile, was issued a 1.2 million-pound fine for automatically opting in customers into up to two services, and for its use of pop-up countdown banners on some product pages advertising limited-time discounts, even though the same codes kept appearing over many days. The CMA also ordered Gold's Gym and Appliances Direct to issue refunds to affected customers worth 9,220 pounds and 432,000 pounds, respectively. Each of the three businesses received a 40% reduction in their fines for admitting to breaking the law and agreeing to settle the case early.
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