This ACCC vs Coles court case is more complex than I first thought. Take this example of price lowering and raising over a short period - it does seem potentially misleading.

"By way of example, the regulator says from at least January 1, 2021, until October 11, 2022, Coles offered the Strepsils Throat Lozenges Honey & Lemon 16-pack product for sale at a regular price of $5.50 (on a pre-existing “Down Down” promotion) for at least 649 days.

"On October 12, 2022, the price was then increased to $7 for 28 days. On November 9, 2022, the product was placed on a “Down Down” promotion with the tickets showing a “Down Down” price of $6 and a ‘was’ price of $7.

"It raises the question of which of the three prices is the real price or what customers perceive as the real price."

#Australia https://www.smh.com.au/business/consumer-affairs/why-the-stakes-are-so-high-in-the-coles-fake-discounts-case-20260216-p5o2o5.html