EE Group Australia Pty Ltd (EE Group) has admitted to engaging in illegal resale price maintenance by instructing its resellers not to sell DJI drone products below a specified price. This conduct occurred between April 2024 and June 2025, where resellers were required to comply with EE Group's pricing strategy.

Under Australian competition law, it is illegal for suppliers to prevent resellers from advertising or selling goods below a minimum price. The Australian Competition and Consumer Commission (ACCC) emphasized that such practices hinder competition and lead to higher prices for consumers.

In response to the violation, EE Group has entered into a court-enforceable undertaking with the ACCC, admitting to breaching the Competition and Consumer Act. The company has committed to issuing corrective notices to its resellers, informing them that they can set their own prices, and will implement a compliance program for three years.

The ACCC has reiterated its commitment to enforcing laws against resale price maintenance, warning businesses that such practices will not be tolerated. The agency encourages businesses to lodge notifications or seek authorizations for resale price maintenance conduct if they believe it may provide public benefits.