The Australian Competition and Consumer Commission (ACCC), through its National Anti-Scam Centre (NASC), is urging Australians to remain vigilant during the Christmas and New Year period, as scammers and misleading sales practices are expected to increase ahead of Boxing Day.
The ACCC said scammers are likely to exploit the holiday rush through online shopping and delivery scams, scratchie and prize scams, as well as travel- and gambling-related scams, as consumers spend more time online and increase seasonal spending.
At the same time, the ACCC has written to a number of major retailers ahead of the Boxing Day sales to remind them of their obligations under the Australian Consumer Law when advertising sales and promotions.
The letters follow an ACCC sweep of Black Friday sales, which aimed to identify potentially misleading or deceptive advertising practices.
Initial findings indicate some retailers continue to use strategies that may mislead consumers, including misleading time representations such as countdown timers that do not reflect the full duration of a sale, and promotions that may misrepresent the true scope of discounts available.
The ACCC said it will continue to assess the results of the sweep and take further action where appropriate.
“All retailers must ensure that any sales or discount claims they make during the Boxing Day sales are accurate, clear and not likely to mislead or deceive consumers,” Catriona Lowe, ACCC Deputy Chair, said.
“We are concerned that despite many warnings, some retailers are still using a range of tactics to misrepresent the size or scope of discounts and the duration of sales to consumers.”
The ACCC said misleading pricing practices in the retail sector remain a compliance and enforcement priority, particularly during major sales periods.
“Misleading pricing practices in the retail sector is a compliance and enforcement priority for the ACCC, and we will continue to closely monitor any sales or discount claims made, particularly by large retailers,” Lowe said.
Alongside sales-related concerns, the NASC warned consumers to be cautious of fake retail websites designed to mimic well-known brands, fraudulent sellers on social media and online marketplaces, and scam messages about missed deliveries or unpaid fees that direct people to fake payment pages.
The ACCC said it is also seeing a resurgence of physical or “hard copy” scams. Losses from scratchie scams have increased, with scammers promoting fake travel giveaways and low-cost “wins” that require recipients to pay a fee to claim a supposed prize. In some cases, these fake scratch-off cards are sent by registered post.
“We strongly encourage people to stop, check and protect before paying for things or providing personal information,” Lowe said.
“Scammers know that people are busy, distracted and spending more money at this time of year. They use messages that look routine or urgent because they know people are trying to stay organised.”
With many Australians preparing to travel interstate over summer, the NASC is also warning of a possible increase in road toll scams, where messages claim an overdue toll payment and prompt recipients to click on links that appear official.
The ACCC also cautioned consumers about online gambling scams, known as “scambling”, which involve unlicensed gambling apps or websites that accept deposits but refuse to pay out winnings. In some cases, individuals may unknowingly become involved in money laundering.
Between January and October 2025, Scamwatch — operated by the ACCC — received 21,255 reports of online shopping scams. During the same period, there were 5,690 reports of parcel delivery scams, 884 road toll scams, 2,514 travel, prize and lottery scams, including 314 scratchie scams, and 273 reports of gambling scams.
Shopping scams resulted in the highest reported losses of any scam type, totalling $9.4 million over the period. Other reported losses included $88,440 from parcel delivery scams, $8,392 from road toll scams, $842,677 from travel, prize and lottery scams — including $201,343 from scratchie scams — and $2 million from online gambling scams.
The ACCC encouraged retailers to review its guidance on advertising and promotions to ensure compliance with the Australian Consumer Law.
“If a retailer is found to be in breach of the law, we will not hesitate to take enforcement action,” Lowe said.
Consumers were also advised to approach sales claims with caution.
“As sales periods become longer and more frequent, we want to ensure that the discounts being advertised to consumers are genuine,” Lowe said.
“We encourage consumers to shop around, compare, and keep an eye on prices before big sales events like Boxing Day. Focus on the final price, not the advertised discount or promotion, to assess whether you are getting a good deal.”
