Online retail law question - no returns on sale items

[Curdsandwhey]

I'm looking through a clothing website, and their returns policy says no returns on sale items. Looked up some reviews and someone had made a complaint about this. I know physical shops don't have to accept returns, but surely if it's online then it has to be allowed, even if it's a sale item? It's a clothing site, not cosmetics or food or anything.

I once returned an item I bought on sale in Zara albeit it was not in the UK and they refunded me full price. They could not make the system work to refund what I paid

I think if you buy online you are covered by an distance selling clause as you haven't actually seen the goods" in the flesh"
There might be some info on Martin Lewis Website

This is now covered by the Consumer Contracts Regulations: www.which.co.uk/consumer-rights/regulation/consumer-contracts-regulations-ajWHC8m21cAk

Generally unlawful for distance and online selling - Government guidance is here.

There are some exceptions e.g. perishable goods, personalised goods, but no general exemption for sales.

Many companies have returns policies that do not comply with the Law, but they usually give in when challenged.