ACCC launches investigation over misleading Black Friday sales claims
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The news: The Australian Competition and Consumer Commission (ACCC) has launched a formal investigation into several retailers for potentially misleading claims during last year’s Black Friday sales.
The context: The regulator said around half of the 50 retailers reviewed made concerning claims in their advertising of Black Friday sales, including the use of countdown timers that suggested sales were imminent when they actually continued beyond the stated timeframe.
The ACCC also found many retailers promoted ‘sitewide’ or ‘storewide’ sales while including less prominent disclaimers about exclusions to the sale.
The November 2025 sweep covered retailers across sectors including bedding, homewares, sports and leisure, and clothing and accessories. It also included some retailers previously identified in the 2024 review.
This follows earlier findings against Michael Hill, My House and Hairhouse Online, which paid penalties in June 2025 after they were found to have made false or misleading representations about Black Friday sales.
The source: ACCC
