Wayfair Among Firms Fined Millions for Misleading Sales Tactics

3-line summary

• The UK Competition and Markets Authority (CMA) fined Wayfair £4.8 million and Appliances Direct £1.2 million for illegally using misleading time-limited offers, and fined Gold's Gym £48,000 for not disclosing the total price of memberships, totaling £6 million across three firms, according to a BBC report.
• Appliances Direct and Gold's Gym were ordered to refund customers a combined £440,000 — Appliances Direct customers averaging £25 each by March 11, and 726 Gold's Gym customers up to £50 each by March 29. All three firms admitted breaking the law and settled early, which the CMA said reduced their fines by 40% for cooperating; Wayfair and Appliances Direct called the fines disproportionate.
• The fines stem from a CMA investigation into online pricing launched in November 2025 covering eight firms.

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