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High Court Rejects CMA's Fixed Volume Requirement For Reference Pricing In Emma ...
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Fusion42 · 30 August 2026 · Fusion42 review
The UK High Court ruled against the CMA's fixed volume requirement for reference pricing in the Emma Matratzen case, finding the CMA did not prove that Emma's pricing was misleading to consumers. The court stated that a fixed 1:2 sales ratio is not a sufficient test to establish misleading discounts under consumer protection law.
This Wire brief sits within Fusion42's coverage of E-commerce.
◆ ◆ The Wire takeaway
UK retailers using reference pricing have clearer limits on enforcement after the High Court rejected fixed sales ratio tests. You can challenge rigid pricing rules based solely on sales volumes at specific prices.
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1 source · 6 Aug 2026
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