The Australian Competition & Consumer Commission (ACCC) has declared war on deceptive retail tactics, revealing that nearly 50% of retailers monitored in a massive compliance sweep engaged in “concerning” advertising during Black Friday sales.

The crackdown has already claimed its first victims. Jewelry giant Michael Hill, homewares retailer MyHouse, and Hairhouse Online have been slapped with official penalties after being “nobbled” by the regulator for misleading “sitewide” sales claims that weren’t actually sitewide.

The “False Urgency” Trap
ACCC Deputy Chair Catriona Lowe issued a blistering warning to the industry, taking aim at digital manipulation designed to panic shoppers into spending.

The investigation uncovered widespread use of “ghost” countdown timers—clocks that claim a sale is ending in minutes, only for the discount to be extended immediately after the timer hits zero.

“We are concerned that retailers appear to be increasingly relying on tactics that manipulate consumers by creating a false sense of urgency,” Ms. Lowe said. “The fear of missing out can stop them from shopping around to ensure they are securing a genuine deal.”

The scope of the deception extends to major travel platforms. A ChannelNews investigation recently caught Booking.com claiming “only four left at this price” for properties that, upon direct contact, admitted to having “plenty of rooms” available.

Consumer Electronics Under the Microscope
The carnage isn’t over. ChannelNews understands that several consumer electronics powerhouses—including major online players owned by overseas corporations—are currently under the ACCC’s microscope.

Key Violations Identified:
The “Sitewide” Lie: Massive headline discounts (e.g., “45% Off Sitewide”) undermined by “fine print” exclusions buried deep in terms and conditions.

Strikethrough Scams: Misleading “Was/Now” pricing where the “Was” price was never actually charged.

Invisible Conditions: “Up to X% Off” claims where the “Up to” is microscopic, or where only a handful of items actually carry the top-tier discount.

Repeat Offenders in the Crosshairs
The 2025 sweep targeted everything from bedding and leisure to high-end tech. Shockingly, the ACCC found that some retailers flagged in 2024 failed to learn their lesson, continuing to deploy the same murky tactics.

“We are considering retailers’ earlier conduct, including those that have seemingly failed to learn from our previous warnings,” Ms. Lowe warned.

The ACCC’s advice to Australians is clear: 1. Track prices weeks before the sale to verify “discounts.”
2. Ignore the timers; they are often programmed illusions.
3. Read the exclusions before adding to the cart.

The regulator has confirmed that multiple fresh investigations have been launched, promising “appropriate enforcement action” against any brand found in breach of Australian Consumer Law. For the retail industry, the message is loud and clear: The era of the “fake” sale is over.