Online choice architecture work
The Competition and Market Authority (CMA)'s work aims to tackle potentially harmful online selling practices.
The design of online environments affects our decision making and actions. We call this Online Choice Architecture (OCA).
OCA is often used to help us:
- make our experience smoother or more intuitive
- pick out relevant products for us
- simplify the overwhelming amount of information available online
However, OCA can also cause harm if designed in a way that weakens competition or doesn’t benefit consumers.
Want to learn more about OCA? Read our blog:
Find out more about how to stay safe when shopping online, and avoid sneaky sales tactics on our Rip-off Tip-off campaign page
Urgency claims
The CMA is investigating the use of urgency claims, such as countdown clocks. These tactics are used by some sellers on their websites or apps, and can pressure shoppers into buying items or services quickly.
The CMA has published an open letter to online businesses on urgency claims (for example, countdown timers, scarcity or ‘act fast’ messages) and price reduction claims. The letter includes examples of practices that are unlikely to comply with the law. It is designed to help businesses understand and comply with their obligations under consumer protection law.
In support of the open letter, the CMA has published a short blog and a series of videos that highlight the harm that urgency and price reduction claims can do when they mislead or unfairly pressure consumers.
Reports and research
Last updated 29 March 2023 + show all updates
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Link to open letter to online businesses on urgency claims published.
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First published.