United Kingdom: Initiated CMA court action against Emma Sleep GmbH including misleading sales practices claims

On 25 October 2024, the Competition and Markets Authority (CMA) initiated a court action against Emma Sleep GmbH for allegedly engaging in misleading online sales practices. The CMA had previously investigated the company's use of tactics such as discounts and urgency claims, which may mislead consumers. The CMA argues that Emma did not adequately address all of the CMA's concerns regarding reference pricing, prompting the CMA to take this step to enforce compliance with consumer protection law. Emma has the opportunity to amend its practices by consenting to an order or providing undertakings to the court prior to the scheduled hearing.