Three Retailers Penalised Over Misleading Black Friday 'Sitewide' Sale Claims

Published: 23 June 2025

Source: ACCC Media Release – 11 June 2025

As Australia gears up for another End-of-Financial-Year (EOFY) sales period, the ACCC has sent a clear warning to retailers: misleading discount claims won’t be tolerated.

In a recent compliance action, three major retailers — Michael Hill, MyHouse, and Hairhouse Online — each paid a $19,800 penalty for allegedly promoting deceptive Black Friday “sitewide” sales. The Australian Competition and Consumer Commission (ACCC) issued each business with an infringement notice after uncovering advertising that misrepresented the scope of their discounts.

At Bane Legal Services, we’re not a law firm and we don’t provide legal advice — but we are your trusted commercial law matchmaker. With over 30 years of business experience, we help connect retailers, franchisors, and other businesses with the right commercial lawyers who understand how to navigate Australian Consumer Law with confidence.

Here’s a breakdown of what went wrong, and what your business should be aware of heading into future sale seasons.

What Did These Retailers Allegedly Do Wrong?

Following a sweep of dozens of sales ads from Black Friday and post-Christmas campaigns in 2024, the ACCC identified several misleading representations that suggested broader or deeper discounts than were actually available.

1. Michael Hill – “25% Off Sitewide”

The jewellery retailer ran a Black Friday promotion claiming “25% off sitewide” — but according to the ACCC, not all products were included in the sale. Some items remained at full price, meaning the "sitewide" label may have misled consumers.

2. MyHouse – “Up to 60% Off Sitewide + Extra 20% Off”

Homewares retailer MyHouse advertised hefty sitewide savings, including an additional 20% discount, yet the ACCC alleges this extra discount did not apply across the board.

3. Hairhouse Online – “Save 20% to 50% Sitewide”

Hairhouse Online promoted savings of 20% to 50% “sitewide” — but over 25% of products weren’t included. The ACCC considered this a false representation of the sale’s scope.

Why This Matters for Businesses

According to ACCC Deputy Chair Catriona Lowe:

“Advertisements that talk about ‘sitewide’ or ‘storewide’ sales or promise discounts ‘off everything’ should deliver what customers expect, and not be used by retailers to hook consumers under false pretences.”

In plain terms: your advertising must reflect the true nature of your offer. Using bold discounts or “storewide” claims to drive traffic, while hiding exclusions in small print, could amount to a breach of the Australian Consumer Law.

Not only can this lead to regulatory penalties, but it also undermines trust in your brand — especially in highly competitive retail markets where reputation matters.

What the ACCC Expects During Sales Events

With Black Friday, EOFY, and Christmas campaigns now high-risk periods for compliance scrutiny, retailers should:

• Avoid broad discount claims like “everything on sale” unless this is genuinely the case.

• Clearly disclose exclusions — and not just in fine print.

• Be upfront about which products are part of the sale and the real extent of discounts.

• Review all ad copy and digital campaigns for accuracy before going live.

The ACCC has flagged misleading pricing practices in the supermarket and retail sectors as a 2025–26 Enforcement Priority — meaning more scrutiny is coming.

Don’t Risk Your Reputation — Get the Right Legal Support

If you're running seasonal promotions, franchising a retail concept, or scaling your eCommerce brand, it’s essential to understand your obligations under the Australian Consumer Law — especially around advertising, pricing, and promotional disclaimers.

At Bane Legal Services, we don’t offer legal advice — but we do connect businesses with the right legal specialists who do.

Our team uses real-world business experience and trusted legal networks to help match you with a commercial lawyer who understands the retail space and can help you stay compliant, competitive, and protected.

Need help finding a lawyer who knows retail law inside out?

Let’s talk — your first conversation with us is free.

Disclaimer: This article is based on an official media release from the Australian Competition and Consumer Commission (ACCC). Bane Legal Services is not a law firm and does not provide legal advice. We specialise in connecting businesses with the right commercial legal experts.