Canberra, December 23, 2025 — The Australian Competition and Consumer Commission (ACCC) has secured an admission from industrial drone distributor EE Group Australia over illegal resale price maintenance involving DJI drone products.
The ACCC found that between April 2024 and at least June 2025, EE Group directed its independent resellers not to advertise or sell DJI drones below specified minimum prices. According to the authority, resellers were required to agree to comply with the pricing strategy and, in some cases, were warned that supply would be withheld if they failed to do so.
The conduct amounted to resale price maintenance, which is strictly prohibited under Australian competition law. While suppliers may recommend retail prices, they are not permitted to mandate minimum resale prices or restrict discounting by resellers.
“Resale price maintenance is illegal because it stops retailers from competing with each other on price, leading to higher prices for consumers,” ACCC Commissioner Luke Woodward said, adding that recommended retail prices “cannot be mandated by a supplier or distributor.”
The matter was resolved through a court-enforceable undertaking, under which EE Group admitted to breaching the Competition and Consumer Act. The company has committed to issuing corrective notices to resellers clarifying that they are free to set their own prices and to implement a competition and consumer law compliance program for a period of three years.
EE Group distributes DJI enterprise and agricultural drones in Australia through a network of independent resellers and does not sell directly to end customers. The ACCC said the case underscores its ongoing enforcement focus on anti-competitive agreements and pricing practices in supply chains.
Source: https://www.accc.gov.au/media-release/drone-supplier-ee-group-admits-to-resale-price-maintenance
