Boohoo has been accused of pressuring customers with fake time-limited sales.
A BBC investigative programme found that fashion retailer's discounts were still available after countdown clocks on their website expired.
Between August and November, Watchdog Live recorded 14 sales on Boohoo that didn't end once the timer ran out.
One of those occasions was during a Black Friday sale, in which had promised 30% off with the tag 'Hurry - ends soon!'
It later transpired that the sale wasn't ending any time soon, and the timer was simply reset.
The company says it never intended to mislead consumers and extended certain offers due to demand.