UK regulator fines three firms over misleading prices and sales tactics
The UK Competition and Markets Authority announced fines of roughly £6 million October 14 against Wayfair, Appliances Direct and Gold’s Gym’s UK franchise operator for misleading sales practices.
What the record says
CMA announcement dated October 14, 2026.
Appliances Direct is to refund approximately £432,000 to customers affected by automatic opt-ins.
Gold’s Gym (UK) Limited is to refund £9,220 to 726 affected customers.
The CMA reports a £4.8 million Wayfair fine and a £1.2 million Appliances Direct fine over false time-limited offers, with Appliances Direct also penalised for automatically opting buyers into paid extras. Gold’s Gym (UK) Limited was fined £45,000 over unclear membership prices that did not properly include mandatory joining fees. The regulator says all three businesses admitted breaking the law and settled early.
Source details and supporting locations.
Practical next step
The CMA says Appliances Direct and Gold’s Gym will contact affected customers about refunds; customers do not need to take action. Use the official announcement and case pages to check the scope.
Limits and what is not established
The gym action concerns an independently operated UK franchise, not all Gold’s Gym locations worldwide. The fines are separate from customer refunds, and the announcement does not promise refunds to every customer.
Sources checked October 14, 2026. Later notices may change instructions or arrangements.
Original sources
UK Competition and Markets Authority: original information