Class Action – Woolworths & Coles Deceptive Pricing Allegations
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April 2026 updates – Current
We are now preparing to restart class actions against post Woolworths and Coles to recover compensation from Woolworths and Coles for their misleading ‘Prices Dropped’ and ‘Down Down’ promotions and between September 2021 and May 2023.
The claims against both grocery giants on behalf of customers will not though recommence until after the determination of the lawsuits by the Australian Competition and Consumer Commission. The ACCC case against Coles closed in February and its prosecution of Woolworths is currently before the Federal Court in Melbourne.
In one example, Woolworths allegedly increased the price of Oreo Family Pack from $3.50 to $5.00 for just 22 days, then placed it back on a “Prices Dropped” promotion at $4.50 – 29 per cent higher than the original price.
Our case against the supermarkets will not be confined to losses associated with the 200 odd products whose prices were temporarily raised by 15 per cent for a short period before being then reduced for the promotions.
Shoppers were lured to their outlets by the deceptive promotion to open their wallets for their weekly shop. The grocery giants must be held to account for the entirety of the super profits they reaped, not just the gains on the goods they chose to headline the campaign”.
More than 30,000 consumers from all over Australia have registered for compensation.
Our estimates suggest that households could claim between $2,000 and $5,000, depending on the amount spent and the impact of the deceptive pricing.
Our objective is to demonstrate the power consumer litigation can deliver to counter egregious corporate conduct by delivering the maximum amount of potential compensation to Coles and Woolworths customers.
August 2025 Updates
The Federal Court has ruled that the consumer class action should be stayed until the outcome of the ACCC prosecutions against Woolworths and Coles are finalised.
We see this as a vindication of our original strategy and our decision not to embroil consumers in the legal skirmishes associated with the ACCC prosecutions and not to incur legal costs that we have always sought to avoid.
The court’s decision to separate the consumer class actions from the ACCC prosecutions does though allow us the opportunity to restart the claims on behalf of consumers once the prosecutions have been finalised.
June 2025 Updates
In September 2024 we call for expressions for interest in this class action. Our strategy was to await the outcome of the ACCC cases against both grocery chains that were started in October 2024.
We notified that intention to the legal team representing other customers but when they chose to start their claims soon after, we were under pressure to follow suit. Our claims were started in February 2025.
Both class actions then became embroiled in legal skirmishes that were connected to the ACCC contest, inevitably increasing the legal overhead of the consumer class actions.
Given that was contrary to our overarching strategy, we have made the decision to recommend the termination of our Brisbane Federal Court actions.
Consumers are best served by the conduct of their claims in the most economical way.
February 2025 Updates
- Woolworths and Coles reaffirmed their intent to defend against the ACCC’s claims.
- Public scrutiny has increased significantly as new evidence suggested that pricing strategies extended beyond just promotions. Source: News.com.au
January 2025 Updates
- The ACCC announced that Federal Court proceedings against Coles and Woolworths will begin in March 2025.
- Consumer advocacy groups pushed for stricter regulations on supermarket pricing transparency following public outcry. Source:ACCC Media Release
December 2024 Updates
- In response to the ACCC’s allegations, Coles and Woolworths filed court documents denying that their promotions were misleading.
- The Federal Court confirmed that a hearing date for March 2025 will review the ACCC’s claims.
- Justice Michael O’Bryan suggested that both supermarkets and the ACCC agree on key pricing facts rather than disputing each of the 250 products involved. Source: The Guardian
October 2024 Updates
The Australian Competition and Consumer Commission (ACCC) initiated legal proceedings against both supermarkets, alleging misleading “Prices Dropped” and “Down Down” promotions. The concise statements filed in court outline the ACCC’s claims:
ACCC v Coles – Concise Statement ( PDF 662.68 KB )
ACCC v Woolworths – Concise Statement ( PDF 727.3 KB )
These documents detail the ACCC’s allegations that both retailers increased prices temporarily before advertising them as discounted, thereby misleading consumers. Source: ACCC Media Release
“Peter Carter reckons customers should entertain a class action, citing the potential for significant compensation based on supermarket spending habits.”
dailymail.co.uk, Why you could be owed thousands of dollars by Woolworths and Coles, September 29, 2024
Between September 2021 and May 2023, Woolworths and Coles allegedly engaged in deceptive pricing practices, misleading customers with their “Prices Dropped” and “Down Down” promotions.
The ACCC has taken action, raising concerns about how these pricing manipulations impacted Australian shoppers. Carter Capner Law is investigating these practices to determine whether consumers are entitled to compensation for being deceived by these tactics.
Alleged Deceptive Practices:
- Woolworths and Coles allegedly increased prices by at least 15% for a short period before placing them in deceptive promotional campaigns.
- The ACCC claims these promotions misled consumers by displaying inaccurate “was” prices, making the discounts appear larger than they actually were. Source:ACCC Media Release
Woolworths + Coles Alleged Promotional Misconduct
Woolworths and Coles are facing serious allegations of deceptive promotional practices. The ACCC alleges both supermarkets manipulated prices to mislead customers with false savings, including their “Prices Dropped” and “Down Down” promotions.
Coles: Household Items
| Product Name | Regular Price | Price Spike | Discount’ Price | Discount’ Price Sting |
|---|---|---|---|---|
| Dettol Foam Hand Wash Refill Rose & Cherry 900ml (2814625) | $7.00 | $10.50 | $9.50 | 36% |
| Glade Sense & Spray Automatic Air Freshener Sheer Vanilla Embrace (3057591) | $9.00 | $14.00 | $12.00 | 33% |
| Raid Max Cockroach Baits Traps 12 Pack (9508456) | $9.50 | $13.00 | $12.00 | 26% |
| Viva Paper Towel White Select-A-Size 3 Pack (3823600) | $4.50 | $6.50 | $5.50 | 22% |
| Fab Laundry Powder Frangipani 1kg (7780189) | $4.50 | $8.00 | $5.50 | 22% |
| … |
Woolworths: Selected Categories
Pet Care & Food
| Product Name | Regular Price | Price Spike | Discount’ Price | Discount’ Price Sting |
|---|---|---|---|---|
| Lucky Dog Bones Original 800g (433643-EA) | $4.50 | $6.50 | $6.00 | 33% |
Personal Care
| Product Name | Regular Price | Price Spike | Discount’ Price | Discount’ Price Sting |
|---|---|---|---|---|
| Rexona Men Antiperspirant Original 250ml (1079-EA) | $5.00 | $6.50 | $6.00 | 20% |
These misconducts allegedly impacted the prices of everyday items like Arnott’s Shapes, Strepsils, Tim Tams, Moccona coffee, and more. To understand the details of each supermarket’s alleged misconduct, follow the links above.
Key Concerns Being Investigated:
- Deceptive pricing on hundreds of products at Woolworths and Coles.
- The financial impact on consumers who regularly shopped at these supermarkets.
- The broader implications of deceptive pricing in the Australian retail industry.
The alleged facts support a very good class action claim on behalf of consumers Australia wide who regularly shopped at those markets during the relevant periods.
The success of the class action does not depend on the ACCC case against the grocery giants but the evidence the ACCC has collected would be useful. The claim relies on their breaches of the Australian Consumer Law sections 18 (misleading/deceptive conduct), 20, 21 (unconscionable conduct) and 29 (misleading representation re price of goods).
“Carter Capner Law director Peter Carter suggests that customers should not let this deceptive conduct go unchallenged.”
news.com.au, ‘Express outrage’: Chance for class action against Woolworths, Coles, lawyer says, September 29, 2024
Potential Compensation:
If you regularly shopped at Woolworths or Coles during this period, you may be entitled to compensation. Early estimates suggest that households could claim between $2,000 and $5,000, depending on the amount spent and the impact of deceptive pricing.
How to Participate:
If you or your family shopped at Woolworths or Coles between September 2021 and May 2023, you may be eligible for compensation. Register your interest to receive advice about your compensation entitlement and join the class action led by Carter Capner Law.
By filling out an Expression of Interest (EOI) form, affected consumers can register their intent to stay informed about the class action’s progress and explore their options for compensation due to the misleading sales practices. Please visit Carter Capner Law for further information on privacy and data collection.