CMA fines Wayfair, Appliances Direct and Gold’s Gym over sales tactics
The three businesses face fines totalling about £6 million, while affected Appliances Direct and Gold’s Gym customers are due refunds.
The UK’s Competition and Markets Authority (CMA) announced on 14 October 2026 that it had fined Wayfair, Appliances Direct and Gold’s Gym a combined £6 million over misleading sales practices. Appliances Direct and Gold’s Gym must also refund affected customers.
What each business was fined for
Wayfair was fined £4.8 million and Appliances Direct £1.2 million over time-limited offers that did not end when stated, the CMA said. It said Appliances Direct also automatically opted customers into paid extras. Gold’s Gym was fined £45,000 for failing to show mandatory joining fees clearly in membership prices.
Which customers will receive refunds
The CMA ordered Appliances Direct to refund about £432,000 to affected customers and Gold’s Gym to refund £9,220 to 726 affected customers. The regulator said the businesses would contact those customers and they need not take action.
The CMA said all three businesses admitted breaking the law and settled early, receiving a 40% reduction in their fines.
Sources and context
- CMA fines firms £6 million for misleading sales tacticsCompetition and Markets Authority
- Wayfair and Appliances Direct among firms fined £6m for misleading sales tacticsEvening Standard
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