The countdown won't stop

First step today

Note the time the offer claims to end. Check the page again later and record whether the price or timer really changed.

What to keep

• A screenshot of the timer or "ends soon" message, with the price and website address showing.
• The date and time you took it, and the end time the offer claimed.
• A second screenshot after the offer should have ended, showing whether the price or timer changed.
• Any "only 2 left" or "5 people are looking at this" messages next to the offer.
• Any ad, email or post that promoted the deadline.
• Your order confirmation and receipt, if you bought something.
• Copies of every message between you and the seller.

Your next steps, in order

Before you buy

1. Pause. A genuine deal will usually still make sense tomorrow. You don't have to decide while the clock runs.
2. Test it. Come back after the deadline, or open the page in a different browser, and see whether the timer resets or the price stays the same.
3. Compare prices elsewhere, so you know what the "deal" is really worth.
4. Keep your screenshots even if you walk away. They still help a report.

After you've bought

1. Raise it with the seller in writing if the offer turned out not to be time-limited. Email or use their complaints form, so you have a record. You'll find a template below.
2. Check whether you can cancel. Many online purchases come with a 14-day cooling-off period: see Citizens Advice: Changing your mind about something you've bought.
3. Talk to your card provider if the seller doesn't help. Chargeback or Section 75 may be options, but neither is guaranteed. See Citizens Advice: Getting your money back if you paid by card or PayPal.
   • Buy now, pay later: if you used a regulated buy now, pay later plan taken out on or after 15 July 2026 (where the lender is a different business from the seller), Section 75 can apply in the same way as a credit card.
4. Report it. Reports help enforcers spot patterns.
   • Citizens Advice consumer service (England and Wales) can advise you and pass your report to Trading Standards. In Scotland, contact Advice Direct Scotland. In Northern Ireland, contact Consumerline.
   • The ASA (Advertising Standards Authority) looks at misleading ads and promotions, including countdown clocks on a seller's own website or app.
   • The CMA (Competition and Markets Authority) enforces the ban on false urgency. It can't take up your own complaint, but it acknowledges every report.

Who can help

• Citizens Advice consumer service: citizensadvice.org.uk, 0808 223 1133 (Welsh: 0808 223 1144)
• Advice Direct Scotland: consumeradvice.scot, 0808 164 6000
• Consumerline (Northern Ireland): nidirect.gov.uk, 0300 123 6262
• Advertising Standards Authority: asa.org.uk/make-a-complaint
• Competition and Markets Authority: gov.uk report a problem to the CMA

A message you can send

Copy this, fill in the gaps and send it to the seller yourself.

Subject: Time-limited offer on [product], order [number]

Hello,

On [date] at [time] your [website/ad] showed [product] at £[price], with a countdown saying the offer would end at [end time]. I bought it on [date] for £[amount].

When I checked again on [date] at [time], [the timer had restarted / the same price was still on offer]. I've kept screenshots of both.

Please explain why the offer was shown as ending when it didn't, and tell me how you'll put this right. If possible, I'd be grateful for a reply within 14 days. This isn't a legal deadline, just a polite request so I know where things stand.

Thank you,
[Your name]

Related slop

How the ASA has ruled on similar claims

Published ASA rulings on ads that the ASA checked against the same advertising rules. Each outcome is the ASA's finding about that ad.