Federal Court bans Coles from advertising its bread as “fresh”

breadThe Federal Court earlier today handed down its ruling in the proceedings commenced by the Australian Competition & Consumer Commission against Coles supermarkets, ordering that:

  • Coles be banned for 3 years from advertising its bread as “fresh” and “baked daily” when that wasn’t the case
  • Coles must display a Federal Court notice in its stores and website telling shoppers that it had falsely advertised bread products as “freshly baked” and “baked today”

The proceedings relate to Coles’ misleading claims that its bread was fresh, when in fact it had been par-baked and frozen (sometimes months earlier overseas).

Coles has stated that all of its misleading in-store signage will be removed within 7 days.

If you have a question in relation to misleading and deceptive conduct, contact Melissa Lammers on 9526 3444 or mlammers@shirelegal.com.au


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