The Australian Furniture Association (AFA) and the Australian Furnishing Industry Stewardship Council (AFISC) are urging both online and ‘bricks and mortar’ retailers to take note of the Australian Competition and Consumer Commission’s (ACCC) latest warning ahead of Black Friday sales. The regulator has announced a nationwide “sweep” targeting misleading discounting and promotional practices.
The ACCC’s action follows growing concern about sales advertising that misleads consumers — including inflated “was/now” pricing, “up to” discounts applying to only a small range of products, and “site-wide” sales that exclude major categories. These practices can breach Australian Consumer Law and carry significant penalties.
For furniture retailers and suppliers, the message is clear: all promotions must be transparent, accurate and reflect genuine savings. If a product was never sold at the higher “was” price, or if only select items are discounted, advertising must not imply otherwise. The ACCC has already issued infringement notices to several well-known brands for similar conduct.
‘Whilst pricing practices are the ACCC’s current focus, businesses should remember that all public claims — whether relating to pricing, performance, origin or sustainability — must be accurate and capable of being verified,’ says AFISC COO, Michelle Thomas. ‘In an increasingly transparent market, consumers expect that what they see and read is backed by evidence. Unsupported or vague claims can erode trust and expose businesses to enforcement action.’
AFA and AFISC emphasise that consumer trust is built on transparency and fairness. Clear pricing, honest product information and accurate advertising are fundamental to maintaining credibility — particularly during major sales periods when competition is high and scrutiny is increasing.
Businesses are encouraged to review their marketing materials and pricing strategies before launching sales campaigns to ensure full compliance with the law. The ACCC’s message is firm: misleading claims, whether intentional or careless, will not be tolerated.
Both the AFA and AFISC will continue to raise awareness of compliance obligations within the furnishing industry and support members in adopting best practice standards that uphold consumer confidence and protect brand reputation.
👉 Call to Action:
The AFA and AFISC urge all retailers, suppliers and marketing teams to undertake an immediate compliance review ahead of upcoming sales events. Members seeking guidance on pricing transparency, advertising claims or Australian Consumer Law obligations are encouraged to contact the AFA or AFISC for resources, training, and support in meeting best practice standards.