The Australian Competition and Consumer Commission (ACCC) has sent letters to major retailers ahead of the Boxing Day sales, reminding them of their obligations under the Australian Consumer Law. This initiative follows a recent sweep conducted by the ACCC during the Black Friday sales, aimed at identifying misleading or deceptive advertising practices.

Initial findings from the ACCC's sweep revealed that some retailers continue to employ potentially misleading strategies, such as inaccurate time representations and promotions that misrepresent the actual discounts available to consumers. ACCC Deputy Chair Catriona Lowe emphasized the importance of accurate and clear sales claims, stating that misleading pricing practices are a compliance and enforcement priority for the ACCC.

The ACCC has urged retailers to review their advertising and promotional practices to ensure compliance with the law. They warned that enforcement action will be taken against any retailer found in breach of these regulations. The ACCC encourages consumers to be cautious of broad discount claims and to verify prices before making significant purchases during sales events.

In 2024, the ACCC conducted a sweep targeting sales advertising during the Black Friday and Boxing Day periods, uncovering various concerning practices. Following this, several investigations were launched into specific retailers, and penalties were imposed on some for making false representations about their sales.