Steph Chalmers

And there are rules in other jurisdictions about this.

So I was just having a look in the UK.

I think it's around 28 days.

You have to have this price establishment period before you can then advertise a discount from a particular price.

So we don't have that here.

So the ACCC is prosecuting this on this misleading element of

the pricing.

So it could be quite consequential for how supermarkets have to price items, depending on what the outcome is.

And I think the other thing to mention is because we have such dominant and few supermarket chains here, you're talking about things like the Coles Down Down promotion and

price drop, tickets are woolies.

I think most Australians could just instantly picture that in their mind.

It really is kind of part of the visual language of shopping.

You know, it's not like some niche thing.

Really, everyone would be able to easily recognise that depending on what supermarket they regularly shop at.

So I think that's the other part of it.

And

what the ACCC was pointing to about the colour of the ticket and all this kind of stuff.

It can seem like a really minor detail, but I was having a think about it yesterday and I was like, actually, I know just off the top of my head that a price drop sticker is a red one and I kind of ignore those and I only look for the yellow ones, which are the discounts or promotions, which aren't really being dealt with here.

So, you know, it is really part of

everyone's subconscious shopping habits, I think, which shows the power of it.