C1377 words2:47News Report British AccentPublished May 14, 2026 · Updated May 14, 2026

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Australian Retailers on Notice Over Fake Discounts as Coles Faces Record Fine After Landmark Court Ruling

A landmark court ruling against Australian supermarket giant Coles has sent shockwaves through the retail sector, with the company now bracing for potential fines exceeding two hundred million dollars.

The Australian Competition and Consumer Commission had accused both Coles and its rival Woolworths of engaging in misleading marketing through deceptive promotional pricing strategies deployed between 2021 and 2023.

Justice Michael O'Bryan determined that Coles' widely recognised "Down Down" promotions had, in certain instances, falsely conveyed the impression that consumers were benefiting from genuine price reductions.

Following the ruling, Coles' share price tumbled sharply, reflecting investor anxiety over the scale of corporate liability the company now faces.

Woolworths, which is defending a similar case brought by the same regulatory body, also experienced a notable decline in its market valuation.

The so-called "was/is" pricing strategy, whereby retailers temporarily inflate prices before reverting them and labelling the original price as a discount, lies at the heart of both proceedings.

Should the courts impose the maximum penalties, the resulting fines would set a precedent for retail compliance enforcement across the nation.

Rod Sims, the former head of the consumer watchdog, cautioned that all Australian retailers must now ensure their advertised discounts are authentic.

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He emphasised that any business suggesting a price reduction had better be offering a legitimate one.

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Jeannie Paterson, Professor of Law at the University of Melbourne, argued that the decision served as a stark reminder that misleading advertising could constitute a breach of the law.

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She illustrated her point with a hypothetical scenario involving a jewellery store that artificially raised prices weeks before Valentine's Day, only to lower them again and advertise the result as a fake discount.

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The implications of this court ruling extend well beyond the supermarket sector and could reshape how retailers across Australia approach promotional campaigns.

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Were other companies to persist with dubious discounting practices, they would risk facing similarly severe penalties under existing consumer protection legislation.

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Legal analysts have suggested that this case may herald a new era of heightened scrutiny over corporate pricing conduct.

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For consumers who have long been sceptical of promotional claims, the ruling represents a significant step towards greater transparency in the marketplace.

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