The Australian Competition and Consumer Commission (ACCC) has launched a major lawsuit against the supermarket giant Coles, accusing it of orchestrating a 'planned' campaign to mislead customers regarding pricing discounts. This case, described by a former ACCC boss as 'the case of the century,' centers on how Coles has promoted its 'Down Down' pricing strategy, which has been in operation since 2010. On the first day of this substantial Federal Court trial, the ACCC presented evidence concerning the pricing of 245 common household items that were marketed under these promotions.

During the opening arguments, ACCC legal counsel Garry Rich argued that Coles’ pricing tactics were 'utterly misleading,' asserting that the supermarket significantly misrepresented the actual discounts offered to customers. The allegations focus on deceptive practices that the ACCC claims have not only confused consumers but also undermined fair competition in the marketplace. According to the consumer watchdog, Coles allegedly engaged in this misleading conduct as part of a coordinated effort to enhance its market position.

As the trial unfolds, Coles will have the opportunity to respond to these serious allegations. With 10 days of hearings scheduled, the outcome could have significant implications for retail practices, consumer rights, and the regulatory landscape in Australia. The decision in this case may set a precedent regarding how promotional pricing strategies are scrutinized by regulatory bodies, potentially reshaping the way supermarkets communicate discounts to their customers.