CMA accepted minor changes to undertakings from company about urgency claims and price reductions

The Competition and Markets Authority (CMA) opened an investigation into Simba Sleep Limited in December 2023 over concerns that its online sales practices may have misled consumers, particularly through price reduction claims and urgency messages such as countdown timers.

The CMA was concerned that Simba may have exaggerated discounts by comparing products against higher “was” prices that were not genuinely established, potentially giving consumers a misleading impression of the savings available.

In July 2024, Simba gave formal undertakings to the CMA, agreeing to follow stricter rules when using discount claims and countdown clocks. This included ensuring that comparison prices reflected genuine sales history and that countdown timers did not create a false sense of urgency.

The case was closed after the undertakings were accepted. Simba also agreed to provide evidence of its compliance, and the CMA later accepted minor revisions to those commitments in September 2026, concluding that they continued to address the concerns identified during the investigation.