FARFETCH
Consumer, competition, and sustainability
U.K.
CAT Registrar publishes notice of application to commence collective proceedings against Google.
On May 19, 2026, the CAT published an application to commence opt-out collective proceedings under section 47B of the Competition Act 1998 against Alphabet Inc, Google LLC, Google Ireland Limited, and Google UK Limited.
AGC Collective Actions Limited, as proposed class representative, seeks damages for alleged abuse of dominance under the Chapter II prohibition and Article 102 TFEU up to December 31, 2020, concerning Google's online display advertising tools including Google Ads, DV360, DFP, and AdX, alleging Google unlawfully favoured AdX through buy-side and sell-side conduct. The proposed class includes all UK-domiciled advertisers who paid Google for open-web display advertising during the relevant period.
The CAT must now decide whether to approve the class representative and whether to grant a collective proceedings order.
U.K.
CMA secures court-endorsed settlement on Emma Sleep sales practices.
On May 28, 2026, the CMA announced that it has secured a High Court-endorsed settlement with Emma Sleep concerning misleading online selling practices.
A High Court order dated May 22, 2026 confirmed that misleading countdown timers, false “high demand” messages, and misleading discount claims were illegal. Emma Sleep gave binding undertakings to stop these practices and ensure future website claims are clear and accurate.
The undertakings are court-enforceable, with non-compliance potentially resulting in contempt of court proceedings. The remaining CMA claim on “was/now” reference pricing proceeded to trial in early June and the judgment was reserved. It is expected to be handed down in the coming weeks.
This case predates the CMA's new consumer regime. Since April 2025, the CMA has obtained new direct enforcement powers under the Digital Markets, Competition and Consumers Act 2024. It can independently decide whether there has been a breach of the law without going to court and impose fines of up to 10% of global turnover and secure consumer refunds (powers which were not available against Emma Sleep). In light of these new powers, the CMA has launched 14 formal investigations and concluded its AA inquiry with GBP4.2M in fines and GBP760,000 in consumer refunds.
U.K.
ASA upholds rulings on a Calvin Klein environmental claim and UNIQLO recycled materials claim.
On June 24, 2026, the ASA upheld a ruling against Calvin Klein Europe BV t/a Calvin Klein concerning a paid-for Google ad for women’s tops stating “Responsibly sourced collections – Recycled, Organic & More”.
The ASA found the claim’s basis was unclear and likely to be interpreted as an absolute fabric composition claim that the tops in those collections were entirely made from recycled, organic, or other environmentally preferred materials.
Applying the CAP Code (Edition 12) and having regard to CMA guidance for fashion environmental claims, the ASA held the evidence did not substantiate that interpretation. The ad breached CAP Code rules 3.1, 3.3, 3.7, 11.1, and 11.3, and must not appear again in the form investigated.
On the same date, the ASA also published an upheld ruling finding that a paid-for Google ad for UNIQLO was misleading in stating “Recycled Materials” for women’s fleece coats and jackets.
As in the case of Calvin Klein, the ASA found the unqualified claim was likely to be understood as an absolute claim that all fabrics in the referenced products were entirely recycled, and that the basis of the claim was not made clear.
UNIQLO provided certification and composition data for three landing-page items, but the evidence did not show they were entirely made from recycled fabrics. The ad breached CAP Code (Edition 12) rules 3.1, 3.3, 3.7, 11.1, and 11.3, with the ASA having regard to CMA guidance on environmental claims in fashion retail.
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