The Australian Competition and Consumer Commission (ACCC) has announced a sales sweep for Black Friday aimed at identifying misleading or deceptive advertising practices among retailers. This initiative is part of the ACCC's ongoing efforts to ensure that sales and discount claims are accurate and not misleading to consumers.

ACCC Deputy Chair Catriona Lowe emphasized the importance of truthful advertising, stating that misleading claims can significantly influence consumer behavior and their ability to make informed purchasing decisions. Retailers are being urged to review their advertising practices to ensure compliance with consumer protection laws.

The ACCC will particularly focus on tactics such as misleading time representations, exaggerated discount claims, and unclear fine print that may mislead consumers. Retailers identified with problematic practices in previous sweeps will be closely monitored for improvements.

Consumers are encouraged to be vigilant during the sales period, comparing prices before the sales begin and reporting any suspicious advertising to the ACCC. The commission has also highlighted that misleading advertising could lead to enforcement actions against retailers.

This initiative aligns with the ACCC's 2025-26 Compliance and Enforcement Priority, which focuses on consumer and fair-trading issues in the retail sector, particularly concerning misleading pricing practices.