Popular voucher Wowcher site has come under fire for its online sales practices after shoppers complained that they had been signed up to its VIP subscription unknowingly.
The Competition and Markets Authority (CMA) has written to the deals site outlining its concerns, including putting 'unfair' pressure on shoppers to make purchases quickly. The CMA launched an investigation into Wowcher this March and now the popular website has been told it must change its online sales tactics or it faces court action. The CMA’s investigation also concerns other firms in the same corporate group, including Living Social.
The report said: "Wowcher’s website features extensive use of countdown clocks and marketing claims such as ‘Running out!’ or ‘In high demand! which create an impression of urgency and influence shoppers as they are making their purchasing decisions. The CMA has found evidence that these claims risk giving the misleading impression that products will increase in price or will not be available, when this is often not the case. Such claims, especially when used with countdown clocks, can put pressure on shoppers to buy quickly for fear of missing out, leading to rushed purchases.
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"The CMA is also concerned about other practices used by Wowcher, including hidden charges and the use of a pre-ticked box to enrol consumers into VIP memberships on Wowcher’s site, which may lead to additional unintended purchases by consumers."
Shoppers have complained to Wowcher on social media about the VIP charge for some time. On X, formerly Twitter, @nicola_beach said: "I have just been charged for VIP without actually requesting it. I can’t seem to find any details other than this to contact you on. I would like a refund. Also, it’s pretty underhand charging customers for this service without making them aware!!!" while @Rachael20172013 complained: "Disgusting! Unwillingly signed up to Wowcher VIP!!! Refunded as credit which is unacceptable! This should be more clear! Beware!!!"
@PenniePipstop said: "Disappointed that I have had VIP automatically put in to my order. I don’t want it and I want a refund," and @Kam12590477 said: "I bought a Wowcher, all I have is an email for VIP which I didn't sign up for. I have not yet received my unique code yet, nobody replying on Whatsapp service. This is very worrying."
Wowcher has previously confirmed that shoppers are automatically signed up when they place an order on the site. However the VIP sign-up box only appears when you add in your contact details, and even then you can only see it if you scroll back up to the top of the page, so you're unlikely to notice the change in price unless you're looking.
You are entitled to a full refund if you've been unwittingly signed up to Wowcher's subscription service under its terms and conditions. You can complain to Wowcher via its WhatsApp service or its social media channels on its contacts page.
If you feel you have been pressurised into buying something because you thought the offer was limited, your rights are less clear cut, although you have 14 days from the day after you received all goods or 14 days from the day after the order is made for digital vouchers to request a refund under consumer law.
Wowcher's own returns policy also states that you can get a full refund within 14 days of receiving goods or vouchers, so long as the voucher is unused and the products are not bespoke. If the products are bespoke, Wowcher says a refund will only be offered if the item is faulty.
Wowcher said the company was looking forward to continuing to engage with the CMA. "Wowcher's mission has always been to help save our customers money with the best, exclusive offers from thousands of our merchants across the UK," said a spokesperson.
"This has never been more important than in this challenging economic environment. The aim of our marketing claims is always to provide accurate and useful information to our customers when they are browsing our website. We look forward to continuing to engage with the CMA on this matter."
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