CMA opens investigation into Simba Sleep over misleading claims

Article summary

The Competition and Markets Authority (CMA) has launched an investigation into Simba Sleep Limited over concerns that it could be making misleading price reduction claims and putting unfair pressure on consumers to make quick purchases. The CMA is focusing its investigation on the concerns that Simba Sleep uses potentially misleading claims about the extent of price reductions on its mattresses and related products and the use of urgency claims like countdown timers, which may mislead consumers on the availability of special offers. This investigation forms part of CMA’s ongoing programme of consumer enforcement work focused on Online Choice Architecture.