Powerful ACCC Slams Coles for 1 Deeply Misleading Grocery Pricing Scandal

Powerful ACCC Slams Coles Case: The Full Breakdown of Misleading Price Claims

Coles has found itself under intense national scrutiny as the ACCC takes the supermarket chain to the Federal Court over allegations of price manipulation and consumer deception. The dispute centers on the company’s famous “down down, prices are down” campaign, which prosecutors say painted a false picture of falling grocery prices while actual prices were rising behind the scenes.

The unfolding courtroom drama has quickly become one of the biggest retail controversies in recent years. Many outlets covering the story have highlighted the phrase Powerful ACCC Slams Coles because it captures the aggressive tone of the regulator’s case and the seriousness of the allegations.

A Deep Look at the Allegations

The ACCC argues that Coles created a misleading illusion of discounts by first raising prices, then dropping them slightly, and branding the change as a “price drop.” In opening arguments, the commission’s barrister Garry Rich SC described the pricing strategy as “utterly misleading” and pointed out that customers were intentionally given the impression that Coles was lowering living costs.

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According to ACCC lawyers, the evidence shows why so many headlines now read: Powerful ACCC Slams Coles for artificial price drops that weren’t real reductions at all.

The court was told that Coles boosted the price of certain products just days before advertising them as discounted or part of a price-reduction campaign. This tactic is at the heart of the dispute and will determine whether the chain misled buyers for commercial advantage.

The “Down Down” Campaign Under Fire

Coles’ “down down” marketing strategy has been one of the supermarket’s most recognizable promotions since 2010. The campaign features a bold red thumb and a catchy jingle that, as the barrister jokingly said, “sticks in your ear longer than is healthy.”

But behind the fun visuals and upbeat tune, the ACCC claims that the promotional message was dishonest. The commission argues that the campaign promised falling prices at a time when internal Coles records allegedly showed prices increasing.

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Consumer groups say the case illustrates why Powerful ACCC Slams Coles has become a defining phrase in conversations about grocery price transparency.

Example Presented in Court: Nature’s Gift Dog Food

To establish the pattern of behavior, the ACCC used a detailed example during the opening hearing:

A 1.2kg can of Nature’s Gift adult wet dog food was sold at $4 for nearly 10 months (April 2022 – February 2023).

Coles then raised the price to $6 for one week.

Shortly afterward, the product was advertised as “discounted” to $4.50, giving shoppers the impression of savings.

But as the ACCC argued, sales data showed that $4.50 was not a genuine discount but a price still higher than what consumers had regularly paid for almost a year.

The ACCC barrister emphasized that consumers were misled into believing they were benefiting from a price reduction:
“Coles’s statement was utterly misleading,” he said.

This example reinforced the pattern behind the regulator’s broader case, which alleges similar pricing behavior on 245 products, including:

Soft drinks

Shampoo

Toothpaste

Cheese

Laundry powder

Band-aids

This growing set of examples is why many industry analysts describe the courtroom narrative as Powerful ACCC Slams Coles evidence unfolding week by week.

Justice O’Bryan’s Questions

During the proceedings, Justice Michael O’Bryan questioned whether supplier pricing played any role in the increases. He asked if a rise in wholesale cost may have forced Coles to bump its retail price temporarily.

The ACCC responded that, while supplier costs can change, customers have no insight into that data. Therefore, claiming a price drop — when the “discounted” price is still higher than the long-term price — is misleading regardless of wholesale movements.

This moment led some legal commentators to say that the judge’s questions added yet another layer to the narrative of Powerful ACCC Slams Coles, showing the court is digging into every angle.

Coles’ Position: Fighting Every Allegation

Coles has denied all wrongdoing. The company says its marketing practices comply with consumer law and that customers were not misled. Coles insists that the “down down” campaign reflects genuine efforts to keep grocery costs lower during a period of global inflation and supply-chain stress.

But the ACCC maintains that the evidence contradicts that claim. In the commission’s words,
“You’re not lowering the cost of living, you’re not driving prices down, in circumstances of the kind we have here.”

The regulator’s aggressive tone is a big part of why the phrase Powerful ACCC Slams Coles has gained traction across newspapers, blogs, and consumer rights groups.

Public Response and Consumer Impact

Public reaction to the case has been strong. Many shoppers say they have long suspected supermarkets of manipulating prices, especially during cost-of-living pressures. Others are waiting to see whether the ACCC can prove its claims under the law.

Some consumer advocates argue that Powerful ACCC Slams Coles reflects broader anger at rising grocery bills and decreasing consumer trust.

It questions whether “discounts” must be compared to long-term prices.
It could reshape how promotions are displayed nationwide.

Industry experts say this is one of the most significant consumer law cases in a decade, which is why the headline Powerful ACCC Slams Coles keeps appearing across economic and legal commentary.

As the hearing continues, both sides are preparing for what could be a long legal battle.