Wowcher, the online ‘deal of the day’ company, is being investigated by the Competition and Markets Authority (CMA) over claims it pressured consumers by using countdown timers.
The CMA suggests these measures may have placed unfair pressure on consumers to complete their purchases quickly.
Aside from countdown timers, the CMA will also investigate other selling practices by Wowcher, including how it enrols consumers in its membership scheme, according to a press release.
“People who buy online should not be pressurised by practices implying that they must act quickly to avoid missing out, when this is not the case,” said Sarah Cardell, chief executive of the CMA.
Cardell added that if Wowcher has been misleading consumers, the CMA will not hesitate to take enforcement action.
The announcement is the next stage in the regulator's programme of enforcement work, named ‘Online Choice Architecture’, which aims to tackle harmful online selling practices.
The investigation also leads on from the publication of an open letter last week issued by the CMA to businesses which detailed ‘online red lines’ on misleading urgency and price reduction claims.
Last week’s open letter provides examples of where common online tactics may be misleading to consumers.