The Australian Competition and Consumer Commission (ACCC) has initiated investigations into multiple retailers for making misleading claims during the Black Friday sales of 2024. This action follows a sweep that found approximately half of the 50 retailers reviewed were engaging in questionable advertising practices.

ACCC Deputy Chair Catriona Lowe expressed concern over retailers using tactics that create a false sense of urgency, which can prevent consumers from making informed purchasing decisions. The investigation revealed that some retailers employed misleading countdown timers in their online advertising, falsely indicating that sales were about to end when they actually continued beyond the stated time.

As sales events become more frequent, the ACCC emphasizes the need for retailers to accurately represent the duration of sales and the extent of discounts. The 2025 sweep included a variety of sectors, such as bedding, homewares, and clothing, and aimed to address compliance issues identified in the previous year's sweep.

In addition to countdown timers, the ACCC found that many retailers were making large claims of 'sitewide' or 'storewide' sales while including less visible disclaimers about exclusions. This practice can mislead consumers into believing that products are included in the sale when they are not.

Last year, the ACCC took enforcement action against retailers like Michael Hill and MyHouse for similar misleading claims. The current investigations will consider the conduct of retailers who have not improved their advertising practices despite previous warnings.

The ACCC encourages consumers to be cautious about discount claims during sales events and to check for disclaimers. Retailers are reminded of their obligations under Australian Consumer Law to avoid misleading consumers, and the ACCC will continue to take action against unlawful practices.