The supermarket was found to hike prices on hundreds of goods then advertise discounts even though the discounted prices were higher than the earlier sale prices.

In a landmark decision, Justice Michael O’Bryan found the discounts were based on previous prices that were offered for too short a period to be considered real.

Coles engaged in “misleading” marketing through its Down Down campaign, offering discounts that an ordinary consumer would not believe were genuine, a judge has ruled.

Justice Michael O'Bryan found Coles had misled consumers in a judgment handed down on Thursday morning.

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.

If battling Aussies were shopping for another reason to hate Australia’s supermarket duopoly, the competition watchdog has handed it to them on a platter.

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?

Reputation of Australia’s big supermarkets takes another hit as federal court finds Coles misled shoppers by promoting fake discounts

The Australian Competition and Consumer Commission will seek a “substantial penalty” after the court ruled 13 products were sold at sham discounts.

The supermarket was found to hike prices on hundreds of goods then advertise discounts even though the discounted prices were higher than the earlier sale prices.

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.

A diabolical legal process is set to play out as huge teams of lawyers attempt to quantify damages that Coles may have to pay after its loss in court this week.