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On 30 November 2022, the UK Competition and Market Authority (CMA) announced an investigation of Emma Sleep GmbH regarding online sales practices based on 'urgency' claims, potentially breaching UK consumer law.
The CMA will investigate if Emma Sleep used countdown timers and claims about time limits, implying a deadline for a discounted price and thereby harming consumers. The announcement of the investigation endorses the consumer protection programme based on Online Choice Architecture (OCA). The investigation is at an initial stage, and CMA will engage with Emma Sleep to gather additional evidence.
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