The Australian Competition and Consumer Commission (ACCC) has initiated court proceedings against Woolworths, Australia’s largest supermarket chain, claiming it misled consumers with deceptive discount practices. The case, set to unfold in the federal court in Sydney, will examine the pricing of 12 everyday grocery items, including Tim Tams and apple cider vinegar, over a two-week period. The ACCC alleges that between September 2021 and May 2023, Woolworths temporarily increased prices on at least 266 products before advertising them as discounted under its 'Prices Dropped' program. Woolworths has firmly denied these allegations, stating that it has not misled customers and that its pricing strategies were designed to provide value amid rising inflation pressures. The supermarket argues that the increased costs were a result of inflation affecting suppliers, which they aimed to mitigate through their promotional strategies. This legal challenge comes at a time of heightened consumer concern regarding living costs, exacerbated by economic instability and recent inflationary trends. The ACCC's case against Woolworths follows a similar inquiry into Coles, which also faced accusations of misleading pricing practices.