Australian Competition Regulator Puts Retailers on Notice Ahead of Black Friday Sales Sweep

Key Takeaways

• Black Friday Sweep Announced: ACCC will review sales advertising for misleading time limits, discount claims, and “site-wide/store-wide” promotions.
• Enforcement on the Table: Retailers found using deceptive tactics may face ACCC action, with extra scrutiny on those flagged in the 2024 sweep.
• Specific Tactics in Scope: “3 days only” and mismatched timers, exclusions hidden behind “site-wide,” fine-print qualifiers, “up to X% off” with few items at X%, and misleading was/now pricing.

Deep Dive

The Australian Competition and Consumer Commission (ACCC) has warned retailers ahead of the Black Friday shopping period that it will be conducting a sales advertising sweep to detect misleading and deceptive promotional tactics.

The regulator said the sweep will examine common discount strategies used during major sales events, including limited-time claims that create a false sense of urgency, broad “site-wide” or “store-wide” discount language that masks exclusions, and “up to X% off” promotions where only a small number of products are discounted at the maximum rate.

“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,” ACCC Deputy Chair Catriona Lowe said.

Lowe noted that misleading representations can influence consumer behavior during a high-spending period, particularly when customers are making larger purchases and relying on sales to secure value.

The ACCC said it will pay particular attention to retailers previously flagged for questionable advertising practices during last year’s Black Friday and Boxing Day events. The 2024 sweep identified widespread concerns, leading to investigations and penalty actions. In June 2025, Michael Hill, My House and Hairhouse online paid penalties for allegedly making false and misleading claims about Black Friday savings. Several other investigations from the 2024 sweep remain ongoing.

The regulator warned that retailers found to be using deceptive sales tactics this year could face enforcement action.

Consumers were encouraged to monitor pricing before the sales begin to determine whether a discount is genuine. The ACCC also urged shoppers to report concerning promotions, including screenshots or photos, through its website.

The sweep forms part of the ACCC’s 2025–26 compliance and enforcement priorities, which include a focus on misleading pricing practices in the supermarket and retail sectors.

The review will look at sales tactics such as countdown timers that do not reflect the true length of promotions, claims of store-wide discounts that exclude significant product ranges, fine print that limits or contradicts headline pricing, and misleading “was/now” or strikethrough pricing representations.

Retailers are encouraged to consult the ACCC’s existing guidance on truthful pricing and promotional conduct to ensure compliance ahead of the sales period.

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