So, you’ve decided to display your prices on your website or marketing materials. Transparency builds trust. But did you know there are specific legal guidelines on how to display those prices in Australia?
The Australian Competition and Consumer Commission (ACCC) provides clear rules on price displays to ensure businesses do not mislead consumers. Whether you’re a service provider, eCommerce store, or bricks-and-mortar business, it’s essential to understand what’s required.
Key Points from the ACCC Guidance:
1. Misleading Price Displays Businesses must not display prices that are false or likely to create a misleading impression. For example:
- Claiming an item is on sale when it was rarely or never sold at the “original” price.
- Comparing prices to inflated or irrelevant wholesale costs.
- Quoting a recommended retail price (RRP) that is no longer realistic or used.
- Advertising a price that doesn’t include all mandatory costs.
- Calling a price “special” when it’s actually your regular price.
- Continuing to promote something as being on sale for so long that it becomes your standard price.
2. Drip Pricing Practices This occurs when a consumer sees an attractive initial price, but additional fees (like booking, service, or admin fees) are added throughout the checkout process. This can mislead customers and is not allowed. The ACCC requires all costs to be disclosed upfront, not added in layers.
3. Displaying the Total Price You must display the minimum total price a consumer will pay as a single figure. That includes:
- Taxes
- Duties
- Pre-selected fees that cannot be removed
This ensures consumers know exactly what they’ll be charged — no last-minute surprises.
Why This Matters Beyond Compliance You’ve probably heard the phrase: people do business with those they know, like, and trust.
Clear and honest pricing displays don’t just keep you on the right side of the law — they feed directly into how much your audience trusts you.
When customers feel confident that what they see is what they’ll pay, you remove friction from the buying process and increase conversion. Confusing or misleading pricing, on the other hand, can break trust in seconds.
Outside Australia? If you’re operating in another country, check your local consumer protection body for similar pricing display regulations. Consumer trust is universal — and compliance is just good business.
Need help reviewing how you display your prices? Let’s make sure your pricing is working for your business — not against it.
📅 Book a call with me here.
