The ACCC will conduct a nationwide sweep of Black Friday advertising to identify misleading or deceptive sales practices. The regulator is targeting common tactics like fake countdown timers, misleading “store-wide” sale claims when exclusions apply, and “up to X% off” promotions where only a handful of products actually qualify for the advertised discount. The ACCC is paying special attention to retailers who were flagged for problematic practices during last year’s sales period.
This follows successful enforcement action earlier this year, when Michael Hill, My House, and Hairhouse Online paid penalties over misleading Black Friday advertising claims. The message is clear: accurate, transparent pricing isn’t optional, and the ACCC is watching closely. If you’re running Black Friday promotions, now is the time to review your advertising to ensure any discount or sale claims are clear, accurate, and not misleading to consumers.
Don’t assume you’re flying under the radar because you’re a small business. Australian Consumer Law applies to all traders, regardless of size or advertising budget. ACCC Black Friday compliance requirements don’t just target major retailers. Whether you’re running Facebook ads with a $50 budget or sending promotional emails to your customer list, the same rules apply. If you make misleading claims about discounts, sale timing, or product availability, you could face investigation, penalties, and significant reputational damage. Size doesn’t matter when it comes to compliance.
Make sure your Black Friday promotions comply with Australian Consumer Law. Read the ACCC’s guidance on advertising and promotions here.
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