16 February 2026
CHOICE response to the ACCC launching legal proceedings against Coles.
Quotes attributable to Andy Kelly, Director of Campaigns and Communications at CHOICE:
“CHOICE welcomes the ACCC’s legal proceedings against Coles for allegedly misleading consumers through ‘illusory’ discounts on hundreds of grocery items. We know from our extensive work in this area that supermarket promotions can be highly confusing for customers, and have a significant influence on how people make purchasing decisions while grocery shopping. During a cost of living crisis, retailers should be doing all they can to ensure clear, transparent pricing – not obscuring rising prices with confusing promotions.”
“This court case is not only a wake up call for Coles, but for other retailers who may be engaging in similar practices. If the ACCC is successful, not only would Coles potentially face significant financial penalties, but other retailers would be put on notice that engaging in similar confusing pricing tactics could be illegal.”
“CHOICE is continuing to call for clearer, transparent price displays at supermarkets to allow consumers to make informed decisions while grocery shopping, and get the best value for their money. At a time when 86% of Australians are concerned about the cost of food and groceries, this is more important than ever.”
