How to Report a Dodgy Price or Fake Special

Misleading prices are illegal. Learn what counts as a dodgy deal, where to report it, and what evidence to collect.

Fake specials and misleading price tags cost you money. The good news: it's illegal. Under the Australian Consumer Law, supermarkets can't claim a discount unless the original price was genuine. The ACCC takes this seriously. Here's what counts as dodgy, how to spot it, and exactly where to report it.

What counts as a dodgy price?

A dodgy price or misleading special is a false or deceptive claim about how much you're saving. Common examples include:

"Was $5, now $4", but the item was never actually sold at $5 (not in any meaningful volume or recent time).
"50% off", when the discount is calculated from an inflated reference price, not a genuine everyday price.
A "special" price that's actually higher than what you'd normally pay.
Temporary price reductions claimed as permanent savings.

Under the Australian Consumer Law (ACL), retailers must not make false or misleading representations about the price of goods. This is a legal obligation, not just good practice.

Why the ACCC is watching

The Australian Competition and Consumer Commission (ACCC) has taken action against major supermarket chains over price claims. The ACCC has brought a court action alleging that Woolworths and Coles made misleading "Prices Dropped" and "Down Down" discount claims. This case is ongoing and represents the regulator's commitment to protecting shoppers.

From 1 July 2026, there's an additional layer of protection: it became illegal for very large supermarket retailers (currently Coles and Woolworths) to engage in excessive pricing of grocery products. The maximum penalty is the greater of $10 million, three times the benefit gained, or 10% of the company's annual turnover.

How do you report a dodgy price?

Follow these steps in order:

Tell the retailer first. Contact the store directly, in writing if possible (email or a letter to the manager). Describe the dodgy price, when you saw it, and what you think is wrong. Keep a copy of your message and any response. Many retailers will fix pricing errors or offer a refund once you've flagged them.
Report to the ACCC. If the retailer doesn't respond or you want to escalate, lodge a report with the ACCC. You can use their online "report an issue" form via the ACCC's report an issue page, or call them on 1300 302 502. Your report helps the ACCC spot patterns and decide where to take enforcement action.
Contact your state or territory consumer protection agency. Each state has its own team. Examples include NSW Fair Trading, Consumer Affairs Victoria, and the Queensland Office of Fair Trading. They can advise you on your rights under state laws and may investigate local issues.

What to collect as evidence

When you spot a dodgy price, gather these details:

A photo of the shelf tag or price label.
A photo of the item's display or shelf position (so the retailer can find it later).
Your receipt, if you bought it.
A copy of the advertisement, catalogue, or email promotion that made the claim.
The date you saw the price (and the date of purchase, if applicable).
The store location and the exact item name or product code.

Photos are powerful evidence. A picture of the "$5, now $3" label next to the actual shelf price tells the story clearly.

A note about complaints and refunds

It's important to know: the ACCC does not resolve individual complaints or arrange personal refunds. Your report helps the ACCC spot systemic problems and decide whether to take court action or other enforcement steps. If you want a refund or a price correction for yourself, you have other options:

Speak directly to the retailer (most will refund the difference if you bring evidence).
Use your consumer guarantees under the Australian Consumer Law through the retailer.
Contact your state or territory consumer protection agency for advice on resolving a personal dispute.

How Pinch helps

When you see a special, how do you know if it's real? Pinch tracks the prices of over 74,000 products across Woolworths, Coles, ALDI, and Harris Farm Markets, with up to 52 weeks of price history. Before you complain about a "special," check Pinch. If a product's price has stayed flat for months and suddenly drops by 50%, that's a genuine saving. If it dips for a week and bounces back to its old price, you'll see the pattern. That kind of evidence, a clear history showing what's normal and what's genuinely special, is exactly what the ACCC looks for when investigating misleading price claims.

The bottom line

Dodgy prices are illegal, and you have the right to report them. Start with the retailer, then escalate to the ACCC if needed. Collect evidence: photos, dates, and receipts. And use price history to back up your complaint. Every report helps protect all Australian shoppers.

Download Pinch (free on iOS and Android). No ads. No data selling.

Sources

Australian Competition and Consumer Commission (ACCC). "Australian Consumer Law: False or misleading representations about price." accc.gov.au
ACCC. "ACCC takes action against Coles and Woolworths over alleged misleading discount claims." Media release and court documents, 2024–2025.
Australian Treasury. Excessive pricing prohibition for very large supermarket retailers, effective 1 July 2026.
State and territory consumer protection agencies (for example NSW Fair Trading, Consumer Affairs Victoria, Queensland Office of Fair Trading).