In a landmark ruling, the federal court in Australia determined that Coles, the country's second-largest supermarket chain, misled consumers through its 'Down Down' discount campaign. Justice Michael O’Bryan found that Coles falsely advertised discounts on 245 grocery products by using misleading 'was/is' pricing strategies. The supermarket had increased prices for a brief period before advertising them as discounted, without disclosing the short duration of the higher prices. This practice was deemed a violation of Australian consumer law by the court. The Australian Competition and Consumer Commission (ACCC) initiated the lawsuit, claiming that both Coles and its rival Woolworths misled shoppers during a time of rising inflation. O’Bryan acknowledged that while Coles had been responding to supplier price increases, the way they presented their discounts was misleading. The case against Woolworths is still pending, with further updates expected soon.