The Competition and Markets Authority (CMA) is set to investigate whether Wowcher has misled consumers with various ‘urgency claims’.

The authority said the discount voucher company’s use of countdown timers to secure deals may be misleading consumers.

Sarah Cardell, chief executive of the CMA, explained: “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.”

She added: “We’ll be scrutinising these claims from Wowcher and if we find the company is using misleading online selling tactics, we won’t hesitate to take
enforcement action – through the courts if necessary.”

The investigation will also scrutinise other selling practices used by Wowcher, including how it enrols consumers in its membership scheme.

The news follows an open letter from the watchdog to UK businesses detailing its “red lines” when it comes to using price reduction and urgency claims. The watchdog has also urged shoppers to call out rip-offs by using a new digital reporting form.

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