The Australian Furniture Association (AFA) and the Australian Furnishing Industry Stewardship Council (AFISC) are reminding furniture retailers and suppliers to ensure compliance following major sales periods such as Black Friday. The Australian Competition and Consumer Commission (ACCC) continues to monitor promotional practices, following reports of misleading advertising during peak retail periods.
The regulator’s focus remains on practices that can mislead consumers, including inflated “was/now” pricing, “up to” discounts applying to only a small range of products, and “site-wide” promotions that exclude major categories. Such practices breach Australian Consumer Law and carry significant penalties.
For furniture retailers and suppliers, the takeaway is clear: all promotions must be transparent, accurate, and reflect genuine savings. If a product was never sold at the higher “was” price, or only select items were discounted, advertising must not imply otherwise. The ACCC has previously issued infringement notices to well-known brands for similar conduct, and vigilance remains essential.
“While 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 verifiable,” says AFISC COO, Michelle Thomas. “In a highly transparent market, consumers expect evidence to back up claims. Unsupported or vague messaging can erode trust and lead to enforcement action.”
AFA and AFISC emphasise that consumer trust is built on transparency and fairness. Clear pricing, honest product information, and accurate advertising remain fundamental to credibility — particularly during major sales events when competition is high and scrutiny is heightened.
Businesses are encouraged to review their marketing materials and pricing strategies following any major sales period to ensure ongoing 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 continue to support members in adopting best-practice standards that protect consumer confidence, uphold brand reputation, and maintain responsible sales practices across the furnishing industry.
Source: Australian Competition and Consumer Commission, ACCC puts retailers on notice ahead of Black Friday sweep