The Australian Competition and Consumer Commission (ACCC) has issued penalties to two retailers, James Lane and Vuly, for allegedly misleading consumers during last year’s Black Friday sales. Both companies were found to have made false claims regarding the duration of their sales, which pressured consumers into making hasty purchasing decisions.

James Lane, a furniture retailer, was fined $19,800 after it advertised that its sale would end on December 3, 2025, while continuing to offer discounts for an additional week. The ACCC noted that the retailer had pre-planned to extend the sale beyond the advertised end date, thus creating a false sense of urgency.

Similarly, Vuly, which specializes in children’s play equipment, faced penalties totaling $39,600 for misleading representations during its “Click Frenzy” and Black Friday sales. The ACCC found that Vuly used countdown timers in its advertising, which misled consumers into believing discounts were time-limited, only to extend the discounts after the timers expired.

ACCC Deputy Chair Catriona Lowe expressed concern over retailers using tactics that mislead consumers and harm competition by discouraging them from shopping around. Both companies have committed to ensuring their future sales advertising complies with Australian Consumer Law.

The ACCC continues to prioritize compliance and enforcement against misleading pricing practices in the retail sector, especially during major sales events like Black Friday.