The price is wrong
Experts say the ACCC's lawsuits against Woolworths and Coles over misleading discounts could be a game changer, as the government moves to seize the political opportunity.
At first glance, the market’s reaction to the consumer regulator’s new lawsuits against grocery giants Woolworths and Coles over their discount pricing strategies might look excessive.
Shares in both companies fell by more than 3% on the ASX, wiping billions in market value on Monday. That could seem steep relative to the potential penalties — ranging from $50 million to 30% of their adjusted turnover — if they are found guilty.
But both ACCC chair Gina-Cass Gottlieb and Prime Minister Anthony Albanese described the lawsuits as “serious”, and as the dust settles it’s becoming clear that isn't an exaggeration.
Experts suggest that the looming legal battle will likely have significant implications not only for Woolworths and Coles but for the wider Australian economy, with the potential to change the future of discount pricing.
