The Competition and Markets Authority said in a 14 October 2026 press release that it had fined three businesses a total of £6 million for misleading sales tactics, with customers set to receive around £440,000 in refunds. Wayfair was fined £4.8 million over time-limited offers that did not end as stated, while Appliances Direct was fined £1.2 million and ordered to refund customers around £432,000. Gold's Gym was fined £45,000 and ordered to refund around £9,000.

The CMA found that Wayfair's "Daily Deals" and 24-hour "Flash Deals" were accompanied by countdown timers and urgency messages, yet many products remained available at the same price or lower after the deadline. Appliances Direct automatically opted customers into paid removal-and-recycling or installation services, and it also used pop-up countdown banners for discounts that the CMA said reappeared over many days. Gold's Gym, a UK franchise operating four London gyms, failed to clearly include its mandatory joining fee in the total price shown for annual and Direct Debit memberships.

The businesses admitted breaking the law and settled early, receiving a 40% reduction in their fines. Appliances Direct and Gold's Gym were to contact affected customers about refunds, and the CMA said customers did not need to take any action.