The Australian Competition and Consumer Commission (ACCC) has initiated a lawsuit against Coles, alleging that the supermarket chain has misled consumers through its advertising strategies, particularly the 'Down Down' marketing campaign. The ACCC argues that the pricing of specific products has not been as transparent as claimed, with the aim of deceiving shoppers about discounts and savings.

One highlighted example in the lawsuit includes a baby formula priced at $18 for over 794 days while being promoted as part of a discount campaign. This long duration at a static price raises questions about the authenticity of the 'Down Down' promotion and whether consumers were truly benefiting from reduced prices. With these claims, the ACCC is bringing attention to the need for accurate pricing representations in advertising to protect consumer rights.

The case poses potential implications not only for Coles but also for the broader retail industry in Australia, as it may influence how pricing strategies are designed and presented to consumers. The outcome of this court case could set a precedent for future marketing practices and consumer protections concerning misleading advertising in the Australian market.