A recent ruling by the federal court in Australia has found Coles, a prominent supermarket chain, guilty of misleading customers through its 'Down Down' promotion. The court, led by Justice Michael O’Bryan, revealed that Coles manipulated its pricing practices by shortening the timeframe for establishing 'was' prices from 12 weeks to just four weeks. This change was made in response to competitive pressure from rival Woolworths, which also faced similar accusations from the Australian Competition and Consumer Commission (ACCC). The court's judgment indicates that Coles' promotional tactics violated consumer law, potentially leading to fines in the tens of millions of dollars. This case has sparked concerns about the integrity of pricing practices in the supermarket industry, as consumer trust has eroded amidst rising living costs and perceived profit-driven motives of major retailers. The ruling raises questions about whether a 12-week period will become the standard for establishing 'was' prices across the industry.