Correspondence

Using urgency and price reduction claims online

The CMA has published an open letter to online businesses regarding the use of urgency claims and price reduction claims.

Documents

Urgency and price reduction claims: compliance advice for online businesses (the open letter)

Request an accessible format.
If you use assistive technology (such as a screen reader) and need a version of this document in a more accessible format, please email general.enquiries@cma.gov.uk. Please tell us what format you need. It will help us if you say what assistive technology you use.

Urgency and price reduction claims: examples of non-compliance

Request an accessible format.
If you use assistive technology (such as a screen reader) and need a version of this document in a more accessible format, please email general.enquiries@cma.gov.uk. Please tell us what format you need. It will help us if you say what assistive technology you use.

Details

The purpose of this open letter is to help businesses understand and comply with their existing obligations under consumer protection law when making urgency claims (for example, countdown timers, scarcity or ‘act fast’ messages) and/or price reduction claims online.

It has been written for, amongst others, online retailers, online marketplaces, online intermediaries, and businesses that help clients to build online stores.

The letter includes examples where common claims made by online businesses to consumers during the shopping process may breach the law, for example by misleading consumers or by putting unfair pressure on them.

These examples are likely to be helpful to all parts of a business (and its client businesses) involved in designing, developing and publishing urgency and price reduction claims, for example, legal, marketing, content design, and website or app development.

While the letter is designed to help businesses, it is not legal advice. Responsibility for complying with the law remains with businesses themselves.

Updates to this page

Published 29 March 2023

Sign up for emails or print this page