Here’s a concise update on the Woolworths ACCC price case based on the latest reporting.
The Australian Competition and Consumer Commission (ACCC) has been pursuing legal action against Woolworths over alleged misleading discount pricing practices, specifically around “Prices Dropped” and similar promotions. The current proceedings are in federal court, with the ACCC arguing that some discounts were illusory and part of a broader “price manipulation” strategy. This line of claim has featured prominently in multiple rounds of coverage through 2024–2026.
The case has seen Woolworths defend its pricing disclosures, stating that price hikes and promotions reflected ordinary negotiations with suppliers and the company’s pricing architecture, not deceptive intent. The company has also indicated it planned to wind down certain promotional programs, like Prices Dropped, by a target date.
Media coverage through April 2026 highlights ongoing court hearings focusing on whether discounts were genuine or merely a marketing mechanism to create apparent savings. Several outlets summarize the ACCC’s position as alleging “illusory” discounts across hundreds of products, with evidence and testimony centered on how long normal prices persisted and how promotional prices were displayed.
Background context: the ACCC previously filed similar actions against Woolworths and Coles in 2024, accusing both chains of misleading consumers about discounts on a wide range of everyday items. Those proceedings form the broader backdrop to the 2026 developments.
If you’d like, I can pull the most up-to-date headlines from today and assemble a quick timeline of key court dates and central allegations, with brief summaries and source links.
The ACCC has commenced separate proceedings in the Federal Court against Woolworths Group Limited (ASX:WOW) and Coles Supermarkets Australia Pty Ltd (a subsidiary of Coles Group Limited - ASX: COL) for allegedly breaching the Australian Consumer Law by misleading consumers through discount pricing claims on hundreds of common supermarket products.
www.accc.gov.auThe sequel to Australia's supermarket pricing wars is about to kick off in the federal court as the ACCC takes on Woolworths over what it argues are misleading pricing practices.
www.abc.net.auThe ACCC has initiated legal action against Woolworths and Coles, accusing the supermarket giants of misleading consumers over discounting.
www.retail-insight-network.comThe trial between the Australian Competition and Consumer Commission and the supermarket giant began in the federal court in Sydney on Tuesday
www.theguardian.com-- Woolworths Group Chair Scott Perkins said the company is disappointed that the Australian Competition and Consumer Commission decided to file a case against the retailer related to its discount...
uk.marketscreener.comVinegar, Tim Tams and baby rice are among the products to be scrutinised in the Australian Competition and Consumer Commission's case
www.theguardian.comThe ACCC is taking Woolworths and Coles to federal court for alleged breach of Australian Consumer Law, after an investigation revealed they had been misleading consumers through discount pricing clai...
www.foodanddrinkbusiness.com.auSenior manager at supermarket giant gives evidence on day two of case brought by the Australian Competition and Consumer Commission
www.theguardian.com