The ACCC will renew its focus on manipulative and false practices in digital markets and the sale of dangerous goods online in the year ahead, and will also focus its compliance and enforcement efforts on addressing anti-competitive conduct in key sectors across the Australian economy.
Announcing the ACCC's compliance and enforcement priorities at a CEDA event in Sydney today, Chair Gina Cass-Gottlieb said the agency's priorities reflected persistent concerns raised by consumers and business about the cost of goods and services, conduct undermining trust in the digital economy, and restrictions imposed by businesses that limit other businesses' ability to compete.
"Our priorities are grounded in the understanding that competition and consumer trust are vital to a productive, resilient economy," Ms Cass-Gottlieb said.
"They recognise the pressures facing households and businesses, the pace of change in markets, and the need for regulatory responses that are evidence-based, proportionate to harm and effective."
Ms Cass-Gottlieb said the ACCC remained committed to its enduring priorities, which include conduct that strikes at the competitive process itself - cartel and other collusive behaviour, exclusionary conduct, anti-competitive agreements and the misuse of market power.
"Competition drives productivity by incentivising investment, innovation and efficiency. And competition law, and its rigorous enforcement, are important contributors to productivity growth," Ms Cass-Gottlieb said.
"But competition alone is not enough. Markets only deliver when people trust them."
"Consumers must trust that prices reflect genuine competition, that information is accurate, that products are safe and that basic rights will be honoured."
Ensuring clear and accurate pricing information in supermarkets, retail and essential services
Ms Cass-Gottlieb said the ACCC would continue to prioritise consumer and competition issues in the supermarket and retail sector given the central role this sector plays in household budgets and the economy, particularly in a period of sustained cost-of-living pressures.
"Accurate pricing information is fundamental to effective competition. When discount claims mislead, consumers cannot make informed choices and businesses that follow the rules may be disadvantaged."
In 2026-27, the ACCC will also continue to address misleading pricing and claims in relation to essential services with a focus on energy and telecommunications, as well as promoting competition in these sectors.
"Essential services, including telecommunications, electricity and gas, involve complex pricing structures that make it difficult for consumers and small businesses to compare offers and exercise choice. When information is unclear, consumers and small businesses have limited ability to avoid harm," Ms Cass-Gottlieb said.
Targeting manipulative online practices that undermine consumer trust
In 2026-27, the ACCC will prioritise manipulative and false practices, and unsafe consumer goods, in digital markets.
"This priority recognises the emergence of practices including subscription traps and other dark patterns that manipulate consumer behaviour and unfairly impact consumer choice," Ms Cass-Gottlieb said.
"It also recognises the rise in unsafe consumer goods available right across our economy facilitated by the increasing scale and reach of digital markets."
Consumer guarantees with a focus on motor vehicles
Challenges for consumers being able to access their consumer guarantee rights remains one of the most common issues raised with the ACCC. For this reason, the ACCC will continue to prioritise improving business compliance with meeting their consumer guarantee obligations and this year will pay particular attention to consumer guarantee issues relating to motor vehicles.
"Purchasing a motor vehicle is one of the most significant purchases that many consumers will make, and when an issue arises with their vehicle that is covered by consumer guarantees then businesses must meet their obligation to fulfil this basic consumer right."
"Our renewed focus in this space includes exploring different approaches to achieve compliance, including working collaboratively with industry to deliver changes for the benefit of consumers," Ms Cass-Gottlieb said.
Improving business compliance under new government reforms
Over the past year, the Government has announced significant reforms in relation to key competition and consumer issues, including the new merger regime, unfair trading practices, consumer guarantees, excessive pricing and scam prevention.
In light of these reforms, the ACCC will significantly step up its education and compliance initiatives in these areas to ensure that as the reforms are introduced, they are effectively implemented.
"We welcome the suite of reforms that have been announced and will proactively engage with businesses to promote compliance and ensure they understand their obligations as these reforms come into effect."
"The ACCC uses a range of compliance and enforcement tools to encourage compliance with the laws that we enforce. While improving business compliance will remain our priority, if we observe non-compliance then we would consider the most appropriate enforcement tool to address any misconduct," Ms Cass-Gottlieb said.
The ACCC will continue to work closely with Treasury to progress consideration of digital competition reforms.
More information including the full list of the ACCC's 2026-27 enforcement priorities is available at Compliance and enforcement policy and priorities.
A summary is also available at 2026-27 Compliance and Enforcement Priorities.
A transcript of the speech is available online.
