James Lane and Vuly pay $59,400 over Black Friday sale claims
The ACCC says furniture retailer James Lane and children’s play equipment retailer Vuly have paid a combined $59,400 in penalties after being issued with infringement notices over allegedly misleading Black Friday sale claims. The consumer watchdog announced the penalties on 29 September 2026. The companies are The Sleeping Giant Pty Ltd, trading as James Lane, and Systems Operations Pty Ltd, trading as Vuly Play Group. The conduct the ACCC is alleging took place in November and December 2025.
What the ACCC alleges about James Lane
James Lane advertised that its Black Friday sale would end on 3 December 2025, but products stayed on sale at the discounted price for another week. The ACCC says it found James Lane had decided in advance that the discount would be extended beyond the advertised end date. The regulator alleges that using an early end date, and statements such as “Sale ends today!”, created a false sense of urgency for shoppers. James Lane paid a $19,800 penalty after one infringement notice.
Vuly’s countdown timers and the $39,600 penalty
In early November 2025, Vuly’s website advertised products, including a trampoline, at up to 30 per cent off in its Click Frenzy sale, alongside a countdown timer to the sale’s end date. The ACCC says that straight after the timer ended, the discount rose to up to 45 per cent off as part of a new sale, with the timer reset to a new end date. It alleges the same thing happened with Vuly’s Black Friday sale: the discount continued after the sale ended and the timer reset again. Vuly paid $39,600 across two infringement notices.
What it means for shoppers and retailers
ACCC Deputy Chair Catriona Lowe said retailers are increasingly using tactics that create a false sense of urgency, and that such claims can discourage people from shopping around. She said all retailers should review their sales advertising ahead of this year’s Black Friday, which falls on 27 November 2026. “Businesses must ensure any sale end dates, countdown timers or limited-time discount claims are genuine,” she said. James Lane and Vuly have both committed to the ACCC that their future sales advertising will comply with the Australian Consumer Law.
For shoppers, the case is a reminder to treat “sale ends” dates and countdown clocks with some scepticism. If a timer resets or a discount carries on past the stated finish, the deadline may not be as firm as it looks.
Related NewsCop coverage: Aussies lose $260m in 2025 to online scams as Black Friday sale looms (November 2025) and ACCC now watching Coles, Woolworths for signs of high grocery pricing (July 2026)
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