# Australian Regulators Warn Shoppers of Deceptive Black Friday Sales Tactics Consumer watchdogs highlight illegal marketing strategies used by retailers to manipulate holiday shoppers. - **Source:** [ABC Australia – Top Stories](https://www.abc.net.au/news) - **Published:** 2026-11-09 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/82c1ccd7-0fd0-4566-8b04-945fcc03d722 ## Regulatory Crackdown on Retailers The Australian Competition and Consumer Commission has intensified its scrutiny of Black Friday marketing campaigns. Regulators are monitoring websites, social media, and emails to identify illegal tactics. This initiative follows a series of fines totaling $217,800 issued to various retailers over the past two years for misleading advertising practices during sales. ## Bogus Countdown Timer Risks Retailers frequently employ countdown timers to create artificial urgency, often violating consumer laws. Investigations revealed that some stores reset clocks to launch new offers immediately after the original deadline passed. Companies like Vuly faced penalties for these deceptive practices, which pressure shoppers into making hasty purchases based on false time constraints. ## Misleading Sitewide Discount Claims Advertisements claiming sitewide discounts often fail to include all products, misleading customers about potential savings. The ACCC penalized retailers like Michael Hill and MyHouse for such discrepancies. These cases highlight the importance of verifying whether advertised percentage reductions actually apply to the specific items a consumer intends to purchase online. ## Artificial Scarcity and Pressure Shoppers are warned against psychological tactics designed to induce panic buying. Notifications claiming low stock or high traffic are often used to create a false sense of urgency. Experts note that consumers have no way to verify these claims, which frequently lead to unnecessary spending or paying higher prices than intended. ## False Price Comparison Tactics The ACCC is targeting retailers that inflate original prices to make discounts appear more significant. Electronics retailer digiDirect was fined $99,000 for using strike-through pricing on items that were rarely sold at the higher base price. Consumers should remain skeptical of large percentage-off claims if the product history seems inconsistent. ## Upcoming Legislative Protections New laws targeting unfair trading practices are scheduled to take effect next July. These regulations aim to curb dark patterns in advertising, such as deceptive timers and stock notifications. Research indicates that 83 percent of Australians have encountered negative experiences with these manipulative tactics, resulting in financial losses and unwanted purchases. ## Identifying Fake Online Stores Beyond misleading ads, the ACCC warns of fraudulent websites mimicking legitimate retailers. Shoppers are advised to verify site credentials, specifically checking for secure HTTPS connections and the padlock symbol in the browser address bar. These fake storefronts pose significant risks to personal data and financial security during the busy shopping season. ## Consumer Reporting and Vigilance The ACCC encourages consumers to report suspicious or deceptive advertisements through their official portal. By documenting misleading claims, shoppers assist regulators in enforcing consumer protection laws. If a deal appears too good to be true, experts advise caution and thorough verification before finalizing any transaction during the Black Friday period. ## Sources covering this story - https://www.abc.net.au/news/2026-11-10/shoppers-warned-dodgy-discounts-black-friday-sales/107365588 — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._