Greg Jericho

We're not lying.

people know that prices go up, things don't stay steady for all time.

And so how long should we have to keep it?

You know, we kept it up at this high price for a good period of time.

And then we legitimately did drop it.

And when we say on the price tag that yes, like for fab, we dropped it from $14 to $8.

Well, that is actually what happened.

Yeah, it is a huge one, especially because of who we're dealing with here.

I mean, we're not just... This isn't a corner store.

This is everyone's corner store.

Coals and woolies dominate the supermarket industry.

But the good thing is it will have broader implications for all businesses.

No one else will be able to do this if the ACCC wins.

What it will really mean is that customers will have a lot more confidence when they actually do see sales on offer, that it is a real sale.

you know, if they win this case, whether it be Coles and Woolies, whether it be, you know, even things like hardware stores and so on, everyone is actually going to have to be true blue really about their sales and it can't just manipulate it or let's just have it up for, you know, a time that we think is long enough to get away with, but actually one that we can justifiably say is actually, yes, this is the price that we're charging it at now.

And if it is on sale, that is because we're offering it on sale.

Yeah, it's a little bit concerning for those who are cheering for the ACCC.

It did suggest that they weren't doing this in a deliberate way to trick consumers, but the ACCC is essentially suggesting, OK, maybe they're not doing it so much to trick them, but they're doing the least amount they had to do for it to be legal, for it not to be construed as misleading.

So in a sense, the ACCC is arguing, okay, the letter of law maybe, but is it the spirit of the law?

You know, prices do go up over time.