Credit: Tingey Injury Law Firm via Unsplash
JB Hi-Fi is refunding more than $250,000 to customers after the ACCC raised concerns the retailer may have misled consumers through promotional advertising that used incorrect 'was' prices.
The consumer watchdog investigated the retailer's online advertising between March and September 2025 and alleged 17 products were promoted as discounted from higher prices that were not genuine.
The products included laptops, a virtual reality headset and a gaming monitor.
According to the ACCC, some items were never sold at the advertised higher price, were offered at that price only briefly, or had not been sold at that level for a significant period before the promotion.
The regulator said the advertising may have created a misleading impression of the value of the deals, potentially influencing consumers' purchasing decisions.
"Businesses must not mislead consumers with incorrect pricing displays, including listing incorrect 'was' prices when advertising promotions, whether online or in store," ACCC commissioner Luke Woodward said.
A total of 206 consumers purchased products during the promotions and are being refunded more than $250,000.
The ACCC said the pricing displays were largely the result of system and human errors, some of which JB Hi-Fi had identified before the investigation.
The retailer also cooperated with the inquiry and has taken steps to prevent similar issues.
The watchdog said misleading pricing and promotional claims remain an enforcement priority across the retail sector and has resolved the matter without further action.
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