The prices you display or advertise on products or services must be clear and accurate. You must not mislead consumers about prices, or the reasons for price changes.

Misleading prices

Misleading prices may include:

  • a comparison between 'wholesale' and 'sale' prices, when the wholesale price is greater than what the business actually paid for the products
  • a 'before/was' price that is not the price the items were sold for in a reasonable period immediately before the sale
  • a price comparison with a competitor’s price for identical goods, but the stated price was taken from a different market or geographical location
  • a 'saving' or 'discount' comparison to the recommended retail price (RRP), when the goods have never been sold at the RRP, or the RRP doesn't reflect the current market price
  • promoting a 'sale' or a 'special price' to create a sense of urgency, when in fact it is not a temporary sale price
  • representing an advertised price as the total price, when in fact it isn't.

To find out more about setting and displaying prices, visit the Australian Competition and Consumer Commission (ACCC) website.

Last updated: 7 December 2023