ACCC’s 2026-27 plan focuses on cracking down on dark patterns, fake pricing, and market power

The Australian Competition and Consumer Commission (ACCC) has laid out its enforcement priorities for 2026-27, focusing on combatting manipulative online practices, deceptive pricing claims in supermarkets, and anti-competitive behavior. ACCC Chair Gina Cass-Gottlieb emphasized the importance of competition and consumer trust in fostering a strong economy during a speech at a recent event in Sydney.

A key area of focus for the ACCC will be addressing dark patterns and subscription traps in digital markets. Dark patterns are deceptive design elements that push consumers towards actions that may not be in their best interest, such as hidden costs or confusing cancellation processes. Cass-Gottlieb highlighted the need to combat these practices, which can harm consumer choice and trust.

The commission’s concerns about deceptive practices in the digital space are well-founded. In the past year, the ACCC has taken action against companies engaging in misleading tactics. For example, in September 2025, the ACCC filed a lawsuit against JustAnswer LLC for allegedly misleading Australian consumers about pricing, advertising a low joining fee while charging much higher monthly fees. Similarly, in October 2025, the ACCC initiated legal proceedings against Microsoft, accusing the company of deceiving millions of Australians about subscription options related to its Copilot AI assistant.

In addition to addressing dark patterns and subscription traps, the ACCC will also focus on combating misleading pricing claims in supermarkets and essential services. Cass-Gottlieb stressed the need for transparency and fair competition in these sectors to protect consumers from being misled. By cracking down on deceptive pricing practices, the ACCC aims to ensure that Australians can make informed decisions when purchasing goods and services.

Another area of focus for the ACCC in the upcoming year will be anti-competitive conduct, particularly in digital markets. As technology continues to play a significant role in the economy, the commission is keen on ensuring that fair competition is maintained in the digital space. By addressing anti-competitive behavior, the ACCC aims to promote a level playing field for businesses of all sizes and protect consumer interests.

Overall, the ACCC’s enforcement priorities for 2026-27 underscore the commission’s commitment to safeguarding competition, consumer rights, and trust in the economy. Through targeted enforcement actions and regulatory measures, the ACCC aims to tackle deceptive practices, ensure pricing transparency, and promote fair competition in key sectors of the Australian economy.