Black Friday season is underway, bringing deals but also the risk of misleading claims, according to Australia’s consumer watchdog.
The Australian Competition and Consumer Commission (ACCC) has issued its annual warning to shoppers, highlighting sales tactics used by retailers in previous years.
These include “sitewide” sales that actually don’t actually apply to all items sold on a website.
This year, the ACCC has warned retailers it will be monitoring potentially misleading claims across emails, websites and social media.
Background
Black Friday is a major shopping event that originated in the U.S.
It takes place the day after Thanksgiving, falling on Friday 27 November this year.
It has since become a major shopping event in Australia, with many retailers extending their sales beyond a single day.
The ACCC conducted Black Friday advertising sweeps in 2024 and 2025, identifying several concerning practices.
Black Friday sales tactics to watch out for:
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ContributeCountdown timers and limited-time offers that continue even after the advertised deadline has passed.
“Sitewide” or “storewide” sales that exclude products.
Pressure tactics, including misleading testimonials and false claims about low stock.
Discounts compared with prices the item was never, or has not recently been, sold at.
Penalties
This year’s sweep is the first to examine advertising across websites, emails and social media.
ACCC Deputy Chair Catriona Lowe said retailers risk enforcement action if they misrepresent the size, scope or duration of a sale.
“Consumers should be aware that a ‘sale’ sign doesn’t always mean it’s a good deal,” she said.
Several retailers have previously faced penalties over Black Friday sales, including Michael Hill, My House, Hairhouse Warehouse, James Lane and Vuly.
