digiDirect fined $99,000 for fake discount claims
digiDirect paid $99,000 in ACCC penalties for using fake discount tags on items seldom sold at advertised prices.
The electronics retailer used strikethrough prices and 'price slashed' labels on products it rarely sold at the higher prices shown. The ACCC issued five infringement notices after investigating during Black Friday trading.
Deputy chair Mick Keogh said the fake discounts may have misled shoppers. They may have thought they were getting genuine bargains rather than comparing prices elsewhere.
digiDirect paid $39,240 in 2021 for a similar offence involving deceptive 'storewide' sale claims. This is the company's second penalty for the same breach.
The company must now comply with a court-enforceable agreement. It bans further fake discounts and requires a consumer law compliance program.
- $99,000
- Current penalty
- $39,240
- Previous penalty 2021
- 5
- Infringement notices issued
Why it mattersFake discounts trick shoppers into buying from one retailer instead of searching for the best actual price.
AustraliaThe ACCC is actively monitoring Australian retailers and supermarkets for misleading pricing, signalling tougher enforcement ahead.
✓ Claims checked against the source. checked 3 d ago
