JB Hi-Fi to refund $250,000 over misleading prices

Electronics retailer JB Hi-Fi (ASX:JBH) will refund more than $250,000 to customers following an investigation by the Australian Competition and Consumer Commission into misleading online promotional pricing.

The consumer watchdog monitored JB Hi-Fi’s online pricing between March and September 2025, identifying 17 products—including laptops, a VR headset, and a gaming monitor—advertised with artificial "was/now" discounts.

The ACCC alleged these items were either never offered at the higher ticket price, only listed at that price briefly, or offered far too long before the promotional period.

During the promotions, 206 consumers purchased 11 of the affected items under the incorrect pricing structures.

JB Hi-Fi attributed the discrepancies to system and human errors, noting that it had proactively corrected several pricing mistakes before the watchdog's formal intervention.

Because of the retailer's cooperation and ongoing remediation efforts, the ACCC confirmed that no further enforcement action will be taken.

Impacted consumers do not need to take action; JB Hi-Fi has already initiated automatic refunds and is contacting outstanding customers directly to finalise payments.

"Businesses must ensure that pricing information provided to consumers is accurate and that discount deals are genuine," ACCC Commissioner Luke Woodward said in a statement.