The Federal Court has ordered (12 December) Meg’s Flowers Pty Ltd to pay $1 million in penalties for making misleading claims about being a local florist, following proceedings by the Australian Competition and Consumer Commission (ACCC).
Meg’s Flowers admitted to breaching the Australian Consumer Law by falsely claiming to operate locally in 156 towns and suburbs through its websites and in 7,462 Google ads. In reality, orders were fulfilled by 11 central premises or subcontractors, with no accessible local storefronts.
“Misleading claims about location can harm consumers’ ability to support genuine local businesses and deny those businesses potential sales,” ACCC Commissioner Liza Carver said.
The Court also ordered Meg’s Flowers to implement a compliance program, publish a corrective notice, and contribute to the ACCC’s legal costs.
The decision follows a series of ACCC actions against online florists for misleading practices, including penalties and corrective measures imposed on Bloomex and Lily’s Florist in 2022 and 2024.
Consumers are advised to verify a florist’s local presence by checking for a physical address or storefront images on social media.
This case highlights the ACCC’s ongoing commitment to enforcing accurate advertising in online retail.
