ACCC busts major Aussie retailers for sale rip-offs
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Black Friday is supposed to be the shopping event of the year—a time when Aussies can snag a bargain, get a jump on Christmas shopping, and maybe even treat themselves to something special.
But what if those 'unmissable' deals aren’t quite what they seem?
This year, three major Australian retailers have been caught out for misleading customers with dodgy Black Friday sales, and the fallout is making waves across the country.
The Australian Competition and Consumer Commission (ACCC)—our national consumer watchdog—recently slapped fines on three big names: jeweller Michael Hill, homewares giant Global Retail Brands Australia (the folks behind MyHouse), and Hairhouse Online (part of The Hairhouse Warehouse group).
Each company copped a $19,800 fine after the ACCC found their Black Friday sales weren’t as 'sitewide' or 'storewide' as advertised.
Now, it’s important to note that paying these fines doesn’t mean the retailers have admitted to breaking the law.
But the ACCC’s investigation uncovered some eyebrow-raising practices that left many shoppers feeling short-changed.
During the Black Friday frenzy, these retailers splashed their websites with bold banners promising massive discounts on 'everything' or 'sitewide.'
But when the ACCC took a closer look, they found that not all products were actually discounted—despite what the ads suggested.
Michael Hill promoted a 'member event' with 25 per cent off sitewide, but some items remained full price despite claims that 96 per cent of products were included.
MyHouse advertised 'everything' on sale with up to 60 per cent off and an extra 20 per cent off, though not all products qualify for the extra discount, making the ad misleading.
Hairhouse Online claimed 20 to 50 per cent off sitewide, yet the ACCC found over a quarter of items had no discount at all.
When you see 'sitewide' or 'everything' on sale, you expect just that. The ACCC’s Deputy Chair, Catriona Lowe, summed it up:
'Businesses that make false discount claims not only risk misleading consumers, they also compete unfairly against other businesses which correctly state the nature of their sales.'
In other words, dodgy advertising doesn’t just hurt shoppers—it also puts honest retailers at a disadvantage.
If you think this is just a storm in a teacup, think again. Australians spent a whopping $7 billion during the 2024 Black Friday sales.
With so much money changing hands, even a small percentage of misleading deals can add up to millions of dollars worth of disappointment.
Michael Hill was quick to point out that the vast majority of their products were discounted and that they fully cooperated with the ACCC.
They’ve reiterated their commitment to transparency and compliance with Australian Consumer Law. As for MyHouse and Hairhouse, they’ve yet to comment publicly.
Even savvy shoppers can fall for clever marketing, so keep these tips in mind for future sales:
Always read the fine print and watch for exclusions in the small print or asterisks, compare prices across retailers to ensure the sale price is truly a bargain, know your rights and complain with the ACCC or state consumer protection agency if you’ve been misled.
Don’t hesitate to ask staff or contact customer service for clarification on what’s included in the sale.
With the rise of online shopping and mega-sales events like Black Friday and Cyber Monday, retailers are under pressure to stand out.
Sometimes, that means pushing the boundaries of what’s fair or honest. The ACCC’s recent sweep is a timely reminder that not all sales are created equal—and that watchdogs are keeping a close eye on dodgy practices.
Have you ever been caught out by a misleading sale? Did you try to get a refund or complain? We’d love to hear your stories—good or bad! Share your experiences in the comments below.
Read more: ACCC warns shoppers about misleading discounts and promotions during Black Friday
But what if those 'unmissable' deals aren’t quite what they seem?
This year, three major Australian retailers have been caught out for misleading customers with dodgy Black Friday sales, and the fallout is making waves across the country.
The Australian Competition and Consumer Commission (ACCC)—our national consumer watchdog—recently slapped fines on three big names: jeweller Michael Hill, homewares giant Global Retail Brands Australia (the folks behind MyHouse), and Hairhouse Online (part of The Hairhouse Warehouse group).
Each company copped a $19,800 fine after the ACCC found their Black Friday sales weren’t as 'sitewide' or 'storewide' as advertised.
Now, it’s important to note that paying these fines doesn’t mean the retailers have admitted to breaking the law.
ACCC fines Michael Hill, Global Retail Brands Australia, and Hairhouse Online for misleading Black Friday sales promotions. Credit: benidio / iStock
But the ACCC’s investigation uncovered some eyebrow-raising practices that left many shoppers feeling short-changed.
During the Black Friday frenzy, these retailers splashed their websites with bold banners promising massive discounts on 'everything' or 'sitewide.'
But when the ACCC took a closer look, they found that not all products were actually discounted—despite what the ads suggested.
Michael Hill promoted a 'member event' with 25 per cent off sitewide, but some items remained full price despite claims that 96 per cent of products were included.
MyHouse advertised 'everything' on sale with up to 60 per cent off and an extra 20 per cent off, though not all products qualify for the extra discount, making the ad misleading.
Hairhouse Online claimed 20 to 50 per cent off sitewide, yet the ACCC found over a quarter of items had no discount at all.
When you see 'sitewide' or 'everything' on sale, you expect just that. The ACCC’s Deputy Chair, Catriona Lowe, summed it up:
'Businesses that make false discount claims not only risk misleading consumers, they also compete unfairly against other businesses which correctly state the nature of their sales.'
In other words, dodgy advertising doesn’t just hurt shoppers—it also puts honest retailers at a disadvantage.
If you think this is just a storm in a teacup, think again. Australians spent a whopping $7 billion during the 2024 Black Friday sales.
With so much money changing hands, even a small percentage of misleading deals can add up to millions of dollars worth of disappointment.
Michael Hill was quick to point out that the vast majority of their products were discounted and that they fully cooperated with the ACCC.
They’ve reiterated their commitment to transparency and compliance with Australian Consumer Law. As for MyHouse and Hairhouse, they’ve yet to comment publicly.
Even savvy shoppers can fall for clever marketing, so keep these tips in mind for future sales:
Always read the fine print and watch for exclusions in the small print or asterisks, compare prices across retailers to ensure the sale price is truly a bargain, know your rights and complain with the ACCC or state consumer protection agency if you’ve been misled.
Don’t hesitate to ask staff or contact customer service for clarification on what’s included in the sale.
With the rise of online shopping and mega-sales events like Black Friday and Cyber Monday, retailers are under pressure to stand out.
Sometimes, that means pushing the boundaries of what’s fair or honest. The ACCC’s recent sweep is a timely reminder that not all sales are created equal—and that watchdogs are keeping a close eye on dodgy practices.
Read more: ACCC warns shoppers about misleading discounts and promotions during Black Friday
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