Canberra, February 19, 2026 — The Australian Competition and Consumer Commission (ACCC) has identified manipulative digital practices, misleading pricing claims, and competition concerns in essential services among its key compliance and enforcement priorities for the year ahead.
Speaking at a Committee for Economic Development of Australia (CEDA) event in Sydney, ACCC Chair Gina Cass-Gottlieb said the regulator’s 2026–27 priorities reflect ongoing cost-of-living pressures, rapid market changes, and persistent concerns about conduct that undermines trust in the digital economy.
“Our priorities are grounded in the understanding that competition and consumer trust are vital to a productive, resilient economy,” Cass-Gottlieb said.
The ACCC will renew its focus on manipulative and false practices in digital markets, including so-called “dark patterns” such as subscription traps that distort consumer choice. It will also target the sale of unsafe consumer goods online, as digital platforms expand their reach across the economy.
In the retail sector, including supermarkets, the regulator will continue scrutinising pricing conduct, particularly discount and promotional claims that may mislead consumers. The ACCC said accurate pricing information is essential for effective competition and informed consumer decision-making.
The agency will also prioritise misleading pricing and competition issues in essential services, with a focus on energy and telecommunications. These sectors often involve complex pricing structures that can limit consumers’ ability to compare offers and exercise choice.
Competition enforcement remains central to the ACCC’s agenda, including cartel conduct, exclusionary behaviour, anti-competitive agreements and misuse of market power. Cass-Gottlieb said such conduct “strikes at the competitive process itself” and undermines productivity and innovation.
Consumer guarantees will remain an enforcement focus, particularly in relation to motor vehicles, one of the most significant purchases for many households.
The ACCC also signaled increased compliance and education efforts as new government reforms — including a revised merger regime, unfair trading practices rules, and scam prevention measures — come into effect.
