The ACCC is watching retailers’ sale claims closely ahead of Black Friday on 27 November.
Fake Black Friday discounts are firmly on the consumer watchdog’s radar as retailers ramp up their biggest sales of the year.
Black Friday falls on 27 November 2026, with Cyber Monday on 30 November. The Australian Competition and Consumer Commission (ACCC) has warned shoppers that a “sale” sign doesn’t always mean a good deal. It says some businesses use tactics designed to make people think they’re getting a bargain when they’re not.
This year, the ACCC’s annual Black Friday sweep covers social media posts and marketing emails as well as retailer websites.
What changed
The ACCC says retailers should not rely on fine print or exclusions to water down a headline sale claim. Businesses that misrepresent the size, scope or length of a sale risk enforcement action.
The warning follows a string of penalties. Over the past two years, six retailers have paid a combined $217,800 over misleading Black Friday advertising, including:
- digiDirect: $99,000 for strike-through “was” prices on products it rarely sold at the higher price.
- Vuly: $39,600 after a countdown timer hit zero and the sale reset to a bigger discount.
- James Lane: $19,800 for a sale that ran about a week past its advertised end date.
- Michael Hill and MyHouse: $19,800 each for “sitewide” claims that did not cover every product.
How to spot fake Black Friday discounts
The Consumer Policy Research Centre (CPRC) says 83 per cent of Australians have had a bad experience with “dark patterns”. These are design tricks that pressure people into buying.
Before you check out:
- Compare the final price, not the percentage off.
- Treat countdown timers with caution, as sales can be extended or reset.
- Ignore “only 1 left” and “10 people are viewing” alerts.
- Check that “storewide” deals actually include the item you want.
- Look for “https://” and the padlock to avoid fake shopfronts.
- If it wasn’t on your wish list before the sale, think twice.
Shoppers who feel misled can report it through the ACCC’s “Report a consumer issue” page.
Card surcharge ban, six weeks on
This is also the first Black Friday since the Reserve Bank of Australia’s card surcharge ban started on 1 October 2026. Businesses can no longer add a fee for Visa, Mastercard, eftpos or American Express payments. Weekend, public holiday and booking fees still apply.
Early figures from payments company Tyro, reported by SBS News, show nearly 90 per cent of businesses that used to surcharge have not raised prices. For shoppers, that means the price on the tag should be closer to what you pay at the till.
Looking ahead
Tougher rules are on the way. Australia’s new unfair trading practices law takes effect on 1 July 2027. It will target tactics such as fake countdown timers and false low-stock warnings.
Until then, it pays to slow down. Fake Black Friday discounts rely on shoppers acting in a rush.
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General information only, not financial or legal advice. Check the official source before acting.
Sources: ACCC, ABC News, SBS News, business.gov.au, Clayton Utz.
