Business · Companies · 52 mins ago
Wayfair and two other firms fined over misleading sales practices
The UK’s Competition and Markets Authority fined Wayfair £4.8m for misleading time-limited offers.
Electronics retailer Appliances Direct was fined £1.2m for the same type of sales tactic.
Gold's Gym was fined £48,000 for not telling customers the full cost of memberships.
The three fines total more than £6m.
Appliances Direct and Gold's Gym must refund customers £440,000 in total.
The watchdog’s action matters because customers should be given clear information about offers and prices.
The companies had been contacted for comment, and no response was included.
The Competition and Markets Authority fined Wayfair, Appliances Direct and Gold’s Gym over misleading sales practices.
Wayfair was fined £4.8 million and Appliances Direct £1.2 million for time-limited offers that did not end when advertised.
Appliances Direct was also found to have automatically opted customers into paid extras.
Gold’s Gym was fined for not clearly and promptly stating the full membership price, including the joining fee.
Appliances Direct and Gold’s Gym were ordered to refund customers about £440,000 in total.
- Who
- The Competition and Markets Authority fined Wayfair, Appliances Direct and Gold’s Gym.
- What
- The firms were fined over misleading sales practices. Appliances Direct and Gold’s Gym were also ordered to refund customers.
- When
- 14 October 2026.
- Where
- Not stated.
- Why
- Wayfair and Appliances Direct used time-limited offers that did not end when advertised. Appliances Direct also automatically opted customers into paid extras, and Gold’s Gym did not clearly and promptly state the total membership price.
This story does not have two clearly opposing sides.
This story does not have a timeline yet.
- Wayfair fine
- £4.8 million
- Appliances Direct fine
- £1.2 million
- Gold’s Gym fine
- £45,000 according to the Independent; £48,000 according to the BBC
- Customer refunds
- About £440,000 in total
- CMA action
- 14 October 2026
4 sources
Wayfair among firms fined millions for ripping off customers with misleading sales tactics
Wayfair fined £4.8m for 'false' time-limited deals while Appliances Direct and Gold's Gym ordered to pay back customers
Wayfair among firms fined millions for misleading sales tactics
What people are saying
Whether buying a new sofa, a washing machine, or joining a gym, people should see genuine, accurate prices and offers – and decide for themselves whether they want optional extras.
At a time when many households are carefully managing their budgets, people shouldn’t lose out because of misleading sales tactics.
The time is up for this kind of behaviour.