Fake countdowns and stock counts: three CCS cases, May 2026

On 18 May 2026, the Competition and Consumer Commission of Singapore (CCS) announced action against three online retailers for false urgency tactics and misleading claims. The cases involved visitor counts that CCS found were randomly generated, a checkout timer that said an order was reserved for a few minutes, a flash sale that ran for nearly two years under different names, and “original” prices that were never actually offered. Each retailer has given CCS a formal undertaking and stopped the practices.

The lesson is practical. A countdown, a stock warning or a crossed-out price is a claim the seller makes, and a claim needs a basis. CCS says it is concerned when there is no reasonable basis for urgency or scarcity claims, and that businesses must be prepared to back them up.

How did each tactic work?

The visitor count. CCS says Boarding Gate’s message gave shoppers “the illusion of real-time visitor activity and high demand”, but the source code generated the numbers at random. The site also claimed “XX people added this item to cart” without evidence.

The checkout timer. Origin Sleep’s timer implied you had to finish paying before it ran out. CCS says that “these messages and timers had no impact on product availability or shoppers’ ability to buy”.

The never-ending sale. Origin Sleep’s “Flash Sale” in January was supposed to last a week. It became a “Valentine’s Day Sale”, then a “CNY Sale”, then a “3.3 Mega Sale”, and so on, which CCS says showed “the time-limited nature was entirely fictional”.

The scarcity label. Light In The Box worked on a made-to-order model, and CCS says its “Almost sold out” labels “were applied randomly for promotional effect”. A European regulator alerted CCS to the case.

One retailer said its website design came from a template bought from an overseas vendor. CCS said businesses cannot disclaim responsibility to consumers whether they bought a template or designed the site themselves.

Was there an earlier case like this?

Yes. On 8 December 2025, CCS’s release on Courts and PRISM+ described PRISM+ checkout timers that “served no technical function” and “simply reset after reaching zero without affecting the checkout process”. Its “In Stock: Running Low” label appeared even when substantial stock was available; PRISM+ told CCS it used that label for any product with more than 100 units, a threshold CCS noted was not clearly disclosed. PRISM+ fixed its website and gave CCS an undertaking.

Why doesn’t a timer prove a deal?

Each tactic pushes the shopper to decide before checking. The timer adds a deadline, the visitor count suggests demand and the crossed-out price suggests a saving. None of them tells you whether the item is scarce, whether the discount is real or whether the offer will end. CCS’s page on dark patterns (last updated 9 October 2026) says: “CCS is concerned if there is no reasonable basis for businesses to make urgency or scarcity claims. Businesses must be prepared to back up any urgency or scarcity claims made.”

What should I check before I pay? (our five-point checklist, built from the cases)

• Stock: note what a “left in stock” or “almost sold out” label says and look again a day later. A label that never changes, or changes every time you refresh, tells you nothing; for a large purchase, ask the seller about stock in writing.
• Visitor counts: treat a live-looking number of people viewing an item as unverified unless the seller can show how it is counted.
• Timers: a deadline with no stated end date and no explanation of what happens at zero is a warning sign. Ask what the reservation is, or let it run out and see whether anything changes.
• Discounts: check whether the “original” price has ever been the selling price. Your own dated screenshots, as in our year-end price log, show this better than the page does.
• Repeat sales: a flash sale that never seems to end, or carries a new name each time, is worth a second look before you pay.

These checks are our suggestions, using CCS’s cases as examples. They are not an official CCS procedure.

Common questions

For the other tactics CCS names, read the six checkout tricks. The online shopping scams checks and the fake reviews article cover related checks. The before you check out guide gives a simple pre-payment routine.