All eyes on Coles as it fights claims it misled customers on hundreds of products
Sydney Morning Herald
by Millie MuroiFebruary 15, 2026
AI-Generated Deep Dive Summary
Coles is under scrutiny as it battles claims from the Australian Competition and Consumer Commission (ACCC) that it misled customers with “illusory” discounts on hundreds of products. The case, set to be heard in the Federal Court, will determine whether Coles’ pricing promotions were genuine or deceptive. At stake are potential hefty fines and a donation of grocery products to charities. The ACCC alleges that Coles increased the prices of household staples for short periods before offering them as part of its “Down Down” promotion, which was marketed as providing long-term savings. Coles defends itself by arguing that the non-promotional prices were genuine and that the discounts were valid. The trial will focus on 12 specific products, including baby formula, snacks, and yogurt.
The case highlights broader concerns about pricing practices in the retail industry, with rival Woolworths also facing similar allegations. The ACCC claims Coles’ actions occurred during a period of rising costs for commodities, packaging, and freight, which led suppliers to request price increases. Coles argues that it reassessed product prices and removed some items from its promotional program to avoid misleading customers. However, the ACCC maintains that the
Verticals
worldaustralia
Originally published on Sydney Morning Herald on 2/15/2026