Bedroom furniture supplier Emma Sleep and its subsidiaries are facing court proceedings for alleged misleading representations in the advertising of its products.

The Australian Competition & Consumer Commission (ACCC) alleged the company “enticed” consumers to buy its products by offering misleading discounts or savings between June 15, 2020 and March 27, this year.

Many of the retailer’s mattresses, bed frames, pillows and accessories were advertised online with a ‘strikethrough’ displaying a percentage discount. However, the ACCC found that the products were never, or almost never, sold at the higher ‘strikethrough’ price, or without the discount or savings.

“Consumers may have been deprived of genuine and informed choice, and Emma Sleep may have unfairly gained a competitive advantage over other suppliers,” said ACCC deputy chair Catriona Lowe.

The ACCC also alleged Emma Sleep misled consumers by offering a limited sales campaign whose countdown timers reset itself. This practice is “unlawful” as consumers can make a purchase based on false information, Lowe elaborated.

The regulator is seeking declarations, injunctions, penalties, consumer redress, costs and other orders.

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