The ACCC is investigating retailers making ‘concerning’ Black Friday claims

Sean Cao

14th Apr 2026

Several retailers are being investigated by the Australian Competition and Consumer Commission (ACCC) over potentially misleading claims during last year’s Black Friday sales.

The investigations came after a sweep conducted late last year, which found that around half of the 50 retailers reviewed made concerning claims in their advertising.

The potentially misleading tactics include the use of countdown timers in online advertising, which claim the end of the sale was imminent when it actually extends beyond the time indicated.

The ACCC also identified that many retailers continued to make large, headline claims of ‘sitewide’ or ‘storewide’ sales alongside significantly less prominent disclaimers about exclusions to the sale.

“We are concerned that retailers appear to be increasingly relying on tactics that manipulate consumers by creating a false sense of urgency that they will miss out on a discount if they don’t buy the product now,” said ACCC deputy chair Catriona Lowe.

“As sales periods become longer and more frequent, retailers must ensure they do not mislead consumers about the true duration of a sale and the extent of discounts,” Lowe added.

Following the investigations, the ACCC will take appropriate enforcement action if it finds any breach of the Australian Consumer Law.

The regulator recommends that all retailers review its guidance on advertising and promotions and ensure they understand their responsibilities.