JB Hi-Fi Group has begun refunding more than $250,000 to around 200 customers after the ACCC raised concerns over allegedly misleading “was/now” discount pricing on several products.

The ACCC said it monitored JB Hi-Fi’s online pricing between March and September 2025 and identified concerns with promotional prices attached to 17 products, including laptops, a Meta Quest VR headset, an LG UltraGear gaming monitor, phone accessories, a heater and power products.

According to the regulator, some products were promoted as being discounted from a previous higher price when they had either never been offered at that price, had only been offered at that price briefly, or had been sold at that price well before the promotion.

“Businesses must not mislead consumers with incorrect pricing displays, including listing incorrect ‘was’ prices when advertising promotions, whether online or in store,” ACCC Commissioner Luke Woodward said.

“It is critical that businesses ensure that pricing information provided to consumers is accurate, and that discount deals are genuine.”

The ACCC said 206 customers bought one of 11 products while the allegedly misleading pricing was displayed. The remaining six products were advertised with the pricing claims but recorded no sales during the relevant promotional periods.

Products affected included the HP OmniBook 5 Flip 14-inch 2-in-1 laptop, Lenovo Yoga S7 14-inch OLED laptop, LG UltraGear OLED 45-inch curved gaming monitor and Meta Quest 3S 256GB headset, along with Cygnett, EFM and Otterbox accessories.

JB Hi-Fi has already issued some refunds automatically and is contacting affected customers directly. Customers do not need to contact the retailer to initiate a refund.

The ACCC said the pricing issues were largely due to system or human error and noted that JB Hi-Fi had cooperated with its investigation and taken steps to prevent similar issues occurring again.

As a result, the regulator has decided to resolve the matter administratively and will not take further formal enforcement action.