On October 14, 2026, the Competition and Markets Authority fined three businesses a combined £6 million for misleading sales tactics — using its new consumer protection enforcement powers under the Digital Markets, Competition and Consumers Act 2024, which let it fine companies directly and secure refunds for customers.
All three firms admitted breaking the law and settled early, which cut each fine by 40%.
| Business | Fine | Customer refunds ordered | The violation |
|---|---|---|---|
| Wayfair | £4.8M | None | False time-limited offers |
| Appliances Direct | £1.2M | ~£432,000 (avg ~£25) | Fake countdowns + pre-ticked paid extras |
| Gold's Gym | £45,000 | £9,220 to 726 customers (£50 or £10 each) | Joining fee hidden from headline price |
The CMA found Wayfair advertising products through "Daily Deals" and 24-hour "Flash Deals" alongside messages like "Here Today, Gone Tomorrow" and countdown timers — implying customers had to act fast. But the investigation found many products remained available at the same price or lower after the stated deadline. The one-day offer was false, and shoppers were pressured into quick purchases so they wouldn't "miss out".
Important: Wayfair paid the fine but was not ordered to refund customers. Under the DMCC Act, falsely claiming a product is available for a limited time to force a quick decision is now treated as unfair in all circumstances.
Appliances Direct was fined on two counts:
Refund math: ~£432,000 to customers affected by the opt-ins, averaging £25 per customer. The total covers only those hit by the automatic opt-ins — not every Appliances Direct buyer.
Gold's Gym (UK) Limited — a franchise operating 4 gyms in London — failed to include the joining fee in the total price shown for annual and Direct Debit memberships, or showed the total in a way that was unclear and unlikely to be seen. Businesses must show the total price, including all mandatory fees, clearly from the outset.
Refund math: £9,220 across 726 affected customers — either £50 or £10 each depending on the membership type.
The part you need to know: you do not need to do anything. Appliances Direct and Gold's Gym are managing all refunds themselves and will contact affected customers by letter or email. Refunds go back through the method you originally used — or by cheque if that's not possible.
Every regulator payout wave attracts impostors — and this one has the perfect lure: a real refund you are actually owed, from a letter or email you are actually expecting. Anyone who calls or messages you first about "claiming" these refunds is suspect:
Here's the part that outlives these two fines: the pre-ticked-opt-in pattern is not a UK-only problem. Retailers everywhere still slip "protection plans", "priority shipping" and "service extras" into checkouts with the box already ticked. Pre-ticked opt-ins for optional extras are unlawful — and when a retailer refuses to refund one:
No. Both firms are managing their own refunds and will contact affected customers by letter or email. The CMA says customers do not need to take any action. Refunds will be paid via the method you originally used, or by cheque if that is not possible.
No. Wayfair was fined £4.8 million for false time-limited offers, but the CMA did not order consumer refunds from Wayfair. Only Appliances Direct and Gold's Gym were ordered to pay redress.
About £25 per customer. The ~£432,000 total covers customers affected by the automatic opt-ins — not everyone who ever bought from Appliances Direct.
Pre-ticked opt-ins for optional extras are unlawful — retailers must get your express agreement. Ask the retailer for a refund of the extra first, in writing. If it refuses, ask your bank about a chargeback under its billing-error rules, and bring proof the box was pre-ticked.
Sources (verified October 22, 2026): Competition and Markets Authority, press release "CMA fines firms £6 million for misleading sales tactics" (published 14/10/2026), https://www.gov.uk/government/news/cma-fines-firms-6-million-for-misleading-sales-tactics.
