Overview
- Australia’s ACCC alleges Coles raised prices on items before reducing them and promoting the lower figures as discounts.
- The regulator characterizes the practice as “utterly misleading,” according to the reports.
- Major outlets including The Sydney Morning Herald, The Age and Brisbane Times published essentially identical stories on February 16, 2026.
- The coverage notes no detailed public response from Coles and no regulatory determination or penalties at this stage.
- The case falls under Australian consumer law, with potential enforcement actions possible given Coles’ market reach and impact on shoppers.