THE TELEGRAPH: Websites banned from holding 'fake countdown' sales by ASA amid fears they are fuelling fast fashion

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Dr Patsy Perry, a senior lecturer in fashion marketing at the University of Manchester, said "countdown clocks" are a commonly used psychological tool on budget websites.

She told The Telegraph: “Psychological research has shown that scarcity (or perceived scarcity) makes an item more attractive.

“Scarcity marketing is a powerful conversion trigger to encourage consumers to go through with their purchase, not just leave it in their shopping basket, for fear of missing out.

“Scarcity marketing is used by other online companies e.g. Amazon, Booking.com and there is nothing wrong with the practice in itself, as it provides useful info to consumers for their purchase decision-making...it’s useful to know how many items are in stock. 

“But, as it is a psychological trigger that plays on our fear of missing out then it causes pressure and anxiety, which would lead to people buying without really thinking through do they really need/want that item?”