The decision will embolden the ACCC and the silver lining of a predictable “12-week rule” is a hallucination. Legally, the case confirms the consumer is king.

It is ironic that the supermarket giant has been found guilty of moving too fast to provide cost-of-living relief to shoppers at a time of rapid inflation.

Coles will have to take a judgment declaring it misled customers on the chin. But as a new wave of inflation approaches, could the decision have unintended consequences?

The decision will embolden the ACCC and the silver lining of a predictable “12-week rule” is a hallucination. Legally, the case confirms the consumer is king.

A landmark ruling on the supermarket’s sham discounts will force changes to promotions, ensuring budget buyers are likely to see fewer bargains.