The Competition and Markets Authority (CMA) has imposed fines totalling £6.045 million on Wayfair, Appliances Direct and Gold’s Gym after finding breaches of consumer protection law involving misleading sales offers, optional charges and membership pricing.
Announcing the decisions on 14 October 2026, the regulator said approximately £441,000 in refunds had also been ordered for affected Appliances Direct and Gold’s Gym customers. The three businesses admitted breaking consumer law and agreed to settle their cases, receiving 40% reductions in their fines.
Wayfair fined £4.8 million
Wayfair was fined £4.8 million over time-limited promotions. The CMA found that some products advertised in daily and 24-hour deals remained available at the same or lower prices after the stated deadlines. Countdown timers and promotional messages could therefore create misleading pressure to purchase immediately.
Appliances Direct fined £1.2 million and ordered to refund customers
Appliances Direct, operated by Buy It Direct Ltd, was fined £1.2 million. The regulator found that some customers were automatically opted into paid removal, recycling or installation services without giving express consent. The company also displayed countdown promotions for discounts that continued to reappear over several days.
The CMA ordered around £432,000 in refunds to customers affected by automatic opt-ins, with an average payment of approximately £25.
Gold’s Gym fined £45,000
Gold’s Gym (UK) Limited, an independently operated franchise running four gyms in London, was fined £45,000 after the CMA found that mandatory joining fees were not clearly included in the total membership price presented to consumers.
The regulator ordered £9,220 in refunds for 726 affected customers. The findings concern this UK franchise operator, not every gym operating under the international Gold’s Gym brand.
What customers need to do
The CMA says eligible Appliances Direct and Gold’s Gym customers do not need to apply for refunds. The businesses will contact affected customers directly and arrange repayment.
Stronger enforcement powers
The CMA imposed the penalties under its strengthened direct consumer enforcement powers in the Digital Markets, Competition and Consumers Act 2024. These allow the regulator to issue financial penalties and secure consumer redress without first obtaining a court order.
The regulator said the cases illustrate its focus on genuine discounts, transparent total prices and customers’ express consent to optional charges.