More consumers in Hong Kong have come forward to allege aggressive sales tactics across the beauty sector, including credit card abuse, unwanted physical contact and pressure to buy costly products, on the back of a crackdown on the local operations of a UK-based brand.

Legal experts warned that such practices could breach the Trade Descriptions Ordinance, which prohibits harassment, coercion and misleading conduct used to pressure consumers into making purchases they otherwise would not have made.

Non-consensual physical contact could also trigger additional criminal liability, they added.

Following the arrest of two managers at the Hong Kong operator of UK-based beauty chain Opatra London over coercive sales practices, at least one top executive has resigned, while customs officers continue investigating six customer complaints involving disputed sums between HK$1,800 (US$230) and HK$100,000.

The brand’s four Hong Kong branches – two in Sha Tin, one in Yuen Long and one in Causeway Bay – have since suspended operations.

Now, more victims have detailed alleged aggressive sales tactics they have encountered while shopping for beauty products.

For 22-year-old university student John Cheung*, it took just a few seconds to be dragged into what he described as a “beauty trap” on the busy Hankow Road in Tsim Sha Tsui in May.