The UK’s competition watchdog has urged shoppers to call out online rip-offs via a new digital reporting form.

The Competition and Markets Authority announced on Wednesday that it is launching a new phase of its ‘Online Rip-Off Tip-Off’ campaign, which is being fronted by Angellica Bell, consumer champion and Martin Lewis Money co-presenter.

The move comes as the CMA publishes a letter to UK businesses detailing its “red lines” when it comes to using price reduction and urgency claims.

The regulator said that the initiative aims to help consumers to spot and avoid misleading online sales tactics and to report businesses which engage in misleading tactics like pressure selling, hidden charges, subscription traps and fake reviews.

“Some online businesses are using sneaky sales tactics to make us part with our money when household budgets are already stretched,” said Angellica Bell. “We all feel the pressure of securing bargains, making us more susceptible to being ripped off. It’s frustrating when this happens and it’s time we call out these online retailers and report them to the CMA.”

The CMA's announcement follows a recent survey of 3,700 UK adults which found that 67 per cent say cost-of-living pressures have made them more desperate to find the best deals.

A further 71 per cent said they believe they are ‘saving money’ by purchasing deals that are on offer – some of which may not be genuine.

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