The Australian Competition and Consumer Commission (ACCC) has issued a warning to major retailers ahead of the Boxing Day sales, reminding them of their legal obligations when advertising discounts and promotions.

The regulator has written to a number of large retailers following a recent Black Friday compliance sweep that examined whether sales advertising complied with Australian Consumer Law. Early findings from the review suggest that misleading practices remain widespread during major promotional periods.

According to the ACCC, some retailers continue to use tactics that may confuse or mislead consumers, including inaccurate time-based claims and promotions that exaggerate the scale of available discounts. These practices include countdown timers that do not reflect the true length of a sale and advertising that implies broader discounts than are actually on offer.

The ACCC is continuing to analyse the results of its sweep and has indicated that further action may follow where concerning conduct is identified.

“All retailers must ensure that any sales or discount claims they make during the Boxing Day sales are accurate, clear and not likely to mislead or deceive consumers,” ACCC Deputy Chair Catriona Lowe said.

“We are concerned that despite repeated warnings, some retailers are still misrepresenting the size, scope or duration of discounts through a range of promotional tactics.”

Misleading pricing and discount advertising remains a key compliance and enforcement focus for the ACCC, particularly during major sales events dominated by large retailers.

“Where retailers breach the law, we will not hesitate to take enforcement action,” Ms Lowe said.

The commission has urged retailers to review its guidance on advertising and promotional conduct to ensure compliance with consumer protection laws.

Sales and discounts are widely used to influence consumer purchasing decisions, particularly during extended promotional periods such as Black Friday and Boxing Day. As these sales events become more frequent and longer in duration, the ACCC says it is increasingly important that advertised discounts are genuine.

The ACCC is also encouraging consumers to approach major sales events with caution. Shoppers are advised to look closely at the terms and conditions attached to promotions and to be wary of broad claims about savings.

“We encourage consumers to shop around, compare prices and keep track of costs before major sales events, especially if they are planning a significant purchase,” Ms Lowe said.

“Consumers should focus on the final price rather than the advertised discount to decide whether they are actually getting value for money.”

Consumers who believe they have encountered misleading sales advertising are encouraged to report the conduct through the ACCC website, where they can submit images and detailed information.

The ACCC expects retailers to avoid a range of problematic practices in sales promotions, including misleading claims about how long a sale will run, false store-wide or site-wide discount claims, and fine print that undermines headline offers. Other concerns include unclear “up to” discounts, misleading was-now pricing, and exclusions that significantly limit advertised savings.

In 2024, the ACCC conducted a broad review of online and in-store sales advertising during the Black Friday and Boxing Day periods. That sweep identified numerous concerning practices and led to several investigations.

In June 2025, Michael Hill, My House and Hairhouse Online paid penalties after allegedly making false or misleading claims about Black Friday discounts. The ACCC has confirmed that further investigations into sales advertising practices remain ongoing.