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Australia’s ACCC to Sweep Black Friday Sales Ads for Misleading Discount Tactics

By  |  November 10, 2025

The Australian Competition and Consumer Commission (ACCC) has warned retailers ahead of the Black Friday sales period that it will conduct a nationwide sweep of sales advertising to identify misleading or deceptive discount tactics, according to a statement. The regulator said it will review both online and in-store promotions to check whether headline offers match the fine print and whether time-limited claims reflect the actual duration of sales.

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    The sweep will home in on practices such as “site-wide” or “store-wide” promotions that exclude significant product ranges, “up to X% off” claims where only a small fraction of items receive the maximum discount, and countdown timers or “three days only” banners that overstate urgency, per a statement. It will also examine “was/now” or strikethrough pricing that could inflate perceived savings, and disclaimers that contradict headline offers, including member-only deals.

    “We are putting retailers on notice to review their sales advertising practices to ensure that any sales or discount claims they make are accurate, clear, and not likely to mislead or deceive consumers,” said Catriona Lowe, ACCC Deputy Chair. “Misleading advertising may influence a consumer’s behavior and impact their ability to make an informed purchasing decision during the sales,” Lowe said.

    Read more: Microsoft in Trouble in Australia: Watchdog Alleges AI Price Hikes

    According to the regulator, retailers previously flagged for problematic tactics during last year’s Black Friday and Boxing Day sales will receive particular scrutiny, with the ACCC expecting improved compliance across the sector. The commission added that businesses engaging in deceptive strategies may face enforcement action. Consumers are encouraged to be cautious of broad discount claims, read disclaimers closely, and compare current prices with advertised sale prices to assess whether the savings are genuine. “If consumers are waiting for the Black Friday sales to make a big purchase, we encourage them to consider checking the prices now before sales start, so they can compare the price and determine if they are making a legitimate saving,” Lowe added.

    The ACCC said the 2025 sweep will examine misleading time representations, broad “site-wide” or “store-wide” sales that carve out major categories, fine print or disclaimers at odds with prominent offers, “up to X% off” promotions where few items get the top discount, and “was/now” comparisons that exaggerate savings, per a statement. The regulator noted it undertook a similar review in 2024 that uncovered widespread use of questionable practices across major retailers.

    That earlier review led to investigations and penalties, including fines issued in June 2025 to Michael Hill, My House and Hairhouse online for allegedly making false and misleading representations about their Black Friday sales, according to a statement.

    Source: Media Week