The Competition and Markets Authority (CMA) has announced that it has secured a High Court–endorsed settlement from Emma Sleep after the company admitted to breaching consumer law. The CMA stated that Emma Sleep employed misleading countdown timers, false high demand claims and deceptive discount offers. Under binding undertakings, the company must cease these practices, ensure that all future website claims are clear and accurate, and refrain from advertising limited time offers if similar deals persist after the stated deadline. Additionally, Emma Sleep is required to implement group-wide compliance measures, including regular monitoring and periodic reporting to the CMA. The High Court will determine in June 2026 if the company’s ‘was/now’ pricing also breached consumer law.