The Australian Competition and Consumer Commission has launched a sweeping investigation into several major retailers following allegations of deceptive conduct during the 2025 Black Friday sales period.
A recent compliance sweep of fifty prominent businesses revealed that approximately half had engaged in "concerning" advertising practices, prompting the regulator to signal imminent enforcement action under Australian Consumer Law.
Central to the investigation is the use of high-pressure tactics, specifically "misleading" countdown timers.
The ACCC found multiple instances where online clocks indicated a sale’s end was imminent, only for the discounts to be extended indefinitely.
Deputy Chair Catriona Lowe warned that such strategies create a "false sense of urgency", manipulating consumers into hasty purchases and preventing them from comparing prices.
"Fear of missing out can stop shoppers from ensuring they are securing a genuine deal," Lowe noted, adding that the watchdog is closely monitoring retailers who failed to rectify their behaviour following similar warnings in 2024.
The probe also targets "sitewide" or "storewide" claims that are undermined by significant, poorly disclosed exclusions buried in fine print.
The headline offers often lure customers into transactions only for them to discover their desired items are ineligible for discounts.
Following the 2024 sweep, brands including Michael Hill and Hairhouse Online were penalised for similar infractions.