As the Australian Furniture Association (AFA) and the Australian Furnishing Industry Stewardship Council (AFISC) continue to support a competitive, transparent, and consumer-focused furnishing sector, members should be aware of the latest compliance and enforcement priorities announced by the Australian Competition and Consumer Commission (ACCC) for the year ahead. These priorities set the regulatory tone for competition, pricing transparency, digital marketplace conduct and consumer protection in 2026 – 27 and are particularly relevant to retail and online businesses across the furnishing supply chain.
Competition and Consumer Trust in a Changing Market
At a recent public address, ACCC Chair Gina Cass-Gottlieb outlined that the regulator’s compliance and enforcement work will focus on areas where consumer trust and competitive dynamics have been under pressure. This reflects ongoing concerns about cost-of-living impacts, online conduct that can mislead or manipulate, and pricing practices in essential goods and services.
“Competition drives productivity by incentivising investment, innovation and efficiency,” Ms Cass-Gottlieb said, emphasising that trust in markets must be matched by conduct that ensures accurate information, genuine competition and basic consumer rights.
Pricing Transparency and Consumer Protection
One of the core priorities for the ACCC will be ensuring clear and accurate pricing information across retail sectors, including supermarkets and other consumer-facing markets. The regulator noted that misleading discount claims and deceptive pricing undermine both consumer confidence and fair competition, issues that resonate for furnishing retailers that use promotional pricing and online sales incentives.
For furniture businesses – especially those operating online – pricing transparency, truthful discount messaging and compliance with the Australian Consumer Law (ACL) remain essential. Customers must be able to trust that advertised prices reflect genuine savings and that any promotional claims are accurate and verifiable.
Digital Marketplaces and Manipulative Practices
The ACCC’s priorities also extend to conduct in digital markets, with a focus on practices that can mislead or manipulate consumers, such as “dark patterns” (design features that nudge consumers into choices they might not otherwise make) and subscription traps. These digital conduct risks are increasingly relevant to online retailers and platform sellers in the furniture sector, where automated renewals, complex pricing displays and user journey design can inadvertently (or otherwise) affect consumer decisions.
Safety concerns for goods sold online, especially during digital market expansion, are also on the ACCC’s radar, including compliance with product safety standards. This is particularly relevant for furniture products where mandatory safety standards apply, such as stability requirements for furniture designed to reduce the risk of toppling. For AFA and AFISC members, this underscores the importance of robust compliance processes that not only meet regulatory obligations but also protect customer trust in online engagement.
Consumer Guarantees and Service Expectations
The ACCC is maintaining its focus on consumer guarantees under the ACL, with particular attention to high-value purchases. While the regulator highlighted motor vehicles as a priority area, the principle extends to any significant consumer purchase – including furniture – where clear rights and remedies should be consistently upheld.
This includes ensuring that furniture products meet consumer expectations and that actionable remedies are offered when they do not, such as repair, replacement or refund where appropriate.
Getting Ahead of Compliance
The ACCC has noted that recent and upcoming government reforms – spanning unfair trading practices, merger law changes, consumer guarantee enhancements and scam prevention – will require heightened business awareness and proactive compliance efforts. The regulator is encouraging industry engagement, education and preparedness ahead of these changes.
For furnishing industry stakeholders, aligning business practices with these enforcement priorities will help minimise risk and enhance consumer confidence in the sector. Clear pricing, transparent online conduct, adherence to consumer protections and active compliance systems are all key steps towards long-term competitive strength.
AFA and AFISC will continue to support members with guidance and resources to ensure businesses remain compliant, transparent and competitive in an evolving regulatory environment.
Australian Competition and Consumer Commission (2026). Manipulative conduct in the digital economy, pricing claims and competition in essential services among ACCC priorities for year ahead. Media Release. Available at:
https://www.accc.gov.au/media-release/manipulative-conduct-in-the-digital-economy-pricing-claims-and-competition-in-essential-services-among-accc-priorities-for-year-ahead