Woolworths engaged in ‘marketing magic’ to trick customers, consumer watchdog tells court

The ACCC alleges Woolworths broke Australian consumer law by offering ‘illusory’ discounts through the misleading use of its ‘Prices Dropped’ promotion program. Photograph: Bloomberg/Getty Images

Woolworths engaged in “marketing magic” to trick customers into thinking they were getting genuine discounts as part of the supermarket’s “Prices Dropped” promotion, the consumer regulator has told a court.

The landmark trial between the Australian Competition and Consumer Commission (ACCC) and Woolworths began in the federal court in Sydney on Tuesday, almost two months after hearings ended in its very similar case against Coles.