The Australian Competition and Consumer Commission (ACCC) has brought a case against Woolworths, alleging that the supermarket chain misled consumers through its promotional pricing scheme, 'Prices Dropped.' The ACCC claims that Woolworths temporarily inflated prices before advertising them as discounts, creating a perception of significant savings. The legal proceedings, which concluded recently, revealed that Woolworths had raised prices on 266 products before marking them down, with some items being sold at inflated prices for as little as 19 days. Woolworths contends that its pricing practices were legitimate, arguing that they were influenced by supplier demands during a period of high inflation. The court's decision will not only determine the outcome for Woolworths but may also set a precedent affecting retail pricing strategies across Australia. Observers note that regardless of the outcome, consumer trust in Woolworths could be significantly impacted, as many shoppers may remain skeptical of promotional claims in the future.