Coles Supermarkets violated consumer law by falsely advertising discounts on 245 products under its Down Down program.
An Australian federal court ruled Coles Supermarkets misled shoppers by falsely representing discounts on household products. The case involved 245 items sold between February 2022 and May 2023 under the Down Down promotional program, where prices were temporarily increased before being marked down to levels equal to or higher than pre-increase prices.
The Australian Competition and Consumer Commission (ACCC) argued the promotions breached consumer law. A liability hearing examined 12 sample products, with the court finding misleading representations in 13 of 14 Down Down tickets. The Down Down campaign, launched in 2010, faced scrutiny after the ACCC filed proceedings in September 2024.
ACCC chair Gina Cass-Gottlieb stated the ruling addressed pricing practices that hindered customers’ ability to assess genuine discounts. The court’s decision follows a broader crackdown on deceptive retail pricing strategies in Australia.