Emma pricing order refused as UK court rejects CMA proposal
By Jon Menon ( July 30, 2026, 12:57 GMT | Insight) -- The UK antitrust regulator’s attempt to impose a rigid pricing rule on online retailer Emma has been refused, with the High court ruling that a fixed sales ratio is not the appropriate test of whether certain discounts mislead consumers. The Competition and Markets Authority had argued that the mattress supplier should only use "was/now" pricing if it sold one item at the higher price for every two sold at the discounted price.The UK antitrust regulator’s attempt to impose a rigid pricing rule on online mattress retailer Emma has been refused, with the High court ruling that a fixed sales ratio is not the appropriate test of whether certain discounts mislead consumers....
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