CMA Accepts Undertakings from Simba Sleep in Consumer Protection Case

We use some essential cookies to make this website work. We’d like to set additional cookies to understand how you use GOV.UK, remember your settings and improve government services. We also use cookies set by other sites to help us deliver content from their services. You have accepted additional cookies. You can change your cookie settings at any time. You have rejected additional cookies. You can change your cookie settings at any time. The CMA is investigating the use of price reduction and urgency claims by Simba Sleep Limited. Revised undertakings published. Undertakings accepted from Simba. This investigation forms part of the CMA’s consumer enforcement work , tackling potentially harmful online selling practices. 5 October 2026: On 22 September 2026, the CMA accepted minor revisions to the undertakings from Simba Sleep. The CMA is satisfied that these changes continue to address the concerns they were designed to address. 25 July 2024: Simba Sleep Limited (Simba) has signed undertakings in relation to its online selling practices. The undertakings commit Simba to, amongst other things, an agreed set of rules around the use of discount claims and urgency claims (such as countdown clocks) including: To further help businesses active in the online mattress sector comply with their legal obligations, the CMA has published discount and reference pricing principles: selling mattresses online. The purpose of these principles is to help businesses understand and comply with their existing obligations under consumer protection law when making discount claims in relation to mattress sales online. This builds on the CMA’s open letter: urgency claims and price reduction claims: compliance advice for online businesses , published in March 2023. 15 December 2023: The Competition and Markets Authority (CMA) has opened an investigation into Simba Sleep Limited (Simba)’s compliance with consumer protection law. As part of this, the CMA is investigating Simba’s use of price reduction claims and urgency claims (such as countdown timers). The CMA will now engage with Simba and gather evidence to consider whether the CMA thinks the company has broken consumer protection law. The CMA is at the initial stage of its investigation. Accordingly, it should not be assumed that Simba has broken consumer protection law. This investigation forms part of the CMA’s consumer enforcement work , tackling potentially harmful online selling practices general.enquiries@cma.gov.uk Contents Related content Is this page useful? Maybe Yes this page is useful No this page is not useful Thank you for your feedback Report a problem with this page Help us improve GOV.UK Do not include personal or financial information like your National Insurance number or credit card details. To help us improve GOV.UK, we’d like to know more about your visit today. Please fill in this survey (opens in a new tab and requires JavaScript ) .