The Australian Competition and Consumer Commission (ACCC) has announced that it will closely monitor retailers’ advertising during the 2025 Black Friday shopping season, targeting misleading sales tactics such as false “storewide discounts” and “limited-time offers.” The watchdog warned that such marketing practices can distort consumer decisions, leading shoppers to make impulsive purchases under the impression that they are getting special deals.
During last year’s Black Friday and Boxing Day sales, the ACCC found several problematic marketing tactics, including time-limited offers that exceeded their stated deadlines, misleading “storewide” or “sitewide” claims that excluded key products, fine print that contradicted main slogans, “up to X% off” promotions applying to only a handful of items, and inaccurate comparison prices. Several retailers — including Michael Hill, My House, and Hairhouse — were penalized for breaching fair trading laws.
ACCC Deputy Chair Catriona Lowe said the commission will pay particular attention to retailers previously flagged and urged all businesses to review their marketing materials to ensure discounts and pricing are transparent and accurate. “Misleading advertising influences consumer behaviour and prevents them from making informed purchasing decisions,” Lowe emphasized.
The ACCC also advised consumers to stay vigilant, encouraging them to verify original prices and discount claims, check promotional fine print, and remain cautious about phrases like “storewide sale” or countdown timers that may create a false sense of urgency. Shoppers can report suspicious promotions or misleading ads via the ACCC website by uploading screenshots and relevant details.
Additionally, the ACCC has included consumer rights and fair trading issues in the retail and supermarket sectors among its 2025–2026 compliance and enforcement priorities, with a special focus on deceptive pricing practices. Businesses found in breach may face investigations and penalties. The watchdog stressed that adherence to fair-trading principles is crucial to protecting consumers and maintaining a fair market during the high-pressure holiday sales season.