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JB Hi-Fi Group has started a process to refund more than $250,000 to about 200 consumers after the ����ԭ�� raised concerns that the company may have misled consumers with pricing claims in advertisements for several products including two laptops, a VR headset and a gaming monitor.

The ����ԭ�� monitored JB Hi-Fi’s online product pricing from March to September 2025 as part of an investigation, and was concerned that JB Hi-Fi may have misled consumers with some of the listed promotional prices.

“Businesses must not mislead consumers with incorrect pricing displays, including listing incorrect “was” prices when advertising promotions, whether online or in store,” ����ԭ�� Commissioner Luke Woodward said.

“It is critical that businesses ensure that pricing information provided to consumers is accurate, and that discount deals are genuine. We will not hesitate to take appropriate action when we see evidence of breaches of the Australian Consumer Law.”

It is alleged that JB Hi-Fi promoted 17 products as discounted from a previous higher price, when the products were either never offered for sale at the higher price, or only offered at the higher price for a short period, or only offered at the higher price long before the promotion.

“JB Hi-Fi’s conduct deprived consumers of the opportunity to make informed purchasing decisions based on accurate information, as they may have decided not to buy the products if they knew the claimed discount was not genuine,” Mr Woodward said.

A total of 206 consumers bought one of the products when they were advertised with an allegedly misleading ‘was’ price. There were sales of 11 of the 17 products with allegedly misleading pricing displays, and no sales of the other six, during the relevant promotion. The 11 products purchased by consumers during the promotion are listed below, together with the time periods of the alleged conduct for each product.

The company has already provided some refunds automatically, and contacted affected customers directly to arrange a refund. Customers do not need to initiate contact with JB Hi-Fi.

The allegedly misleading “was” prices were largely due to system errors or human error, some of which JB Hi-Fi proactively took action on prior to the ����ԭ��’s investigation. JB Hi-Fi also cooperated with the ����ԭ��’s investigation and has taken steps to prevent similar issues in the future. In light of this, and JB Hi-Fi’s compensation to affected consumers, together with the small number of affected products, the ����ԭ�� has decided to resolve this matter administratively without taking further formal enforcement action.

Background

JB Hi-Fi is a large national retailer with a focus on technology and consumer electronics. It has over 220 physical stores across Australia and also has a major online presence.

Misleading pricing practices in the retail and supermarket sectors are an ����ԭ�� compliance and enforcement priority.

Other recent work by the ����ԭ�� on misleading pricing include last year’s Black Friday sweep. As a result, the ����ԭ�� is continuing to investigate several retailers about the claims they made.

Coles was also recently found to have made misleading representations about ‘Down Down’ discounts in ����ԭ�� proceedings in the Federal Court.

Products involved: