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Michael Hill Fined over Black Friday Ad Claims

June 16, 25 by John Jeffay

(IDEX Online) - Australia-based jewelry chain Michael Hill has been fined over Black Friday advertising claims that were allegedly false and misleading.

The government's Australian Competition and Consumer Commission (ACCC) said its online claim, headlined "Member Event 25% off Sitewide" may have misled consumers and been in breach of consumer law because some products were not actually discounted.

Michael Hill, which has 300 stores in Australia, New Zealand and Canada, paid a fine of AUD 19,800 (USD 13,300) after the ACCC issued it with an infringement notice.

It was one of three major retailers caught in an ACCC sweep of dozens of sales advertisements for last year's Black Friday and post-Christmas sales events. Homewares retailer MyHouse and the haircare company Hairhouse Online were also fined.

Payment of the penalty is not an admission of a contravention of the Australian Consumer Law.

"Advertisements that talk about 'sitewide' or 'storewide' sales or promise discounts 'off everything' should deliver what customers expect, and not be used by retailers to hook consumers under false pretences," said ACCC deputy chair Catriona Lowe.

"Michael Hill's statement may have misled consumers, and contravened the Australian Consumer Law, because some of the products in its online store were not part of the sale and were not discounted."

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