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Misleading or Deceptive Conduct

The Australian Consumer Law [Competition and Consumer Act 2010 (Cth) Schedule 2] expressly prohibits misleading or deceptive conduct in trade or commerce.

The section is widely used in all types of disputes relating to ‘trade or commerce’. This includes disputes between consumers and business and business to business. It is often relied upon in disputes between businesses where the terms of a contract limit possible remedies.

The conduct must be in trade or commerce. It includes conduct that is likely to mislead or deceive a person. Misleading conduct is conduct that leads a person into error. Deceptive conduct suggests intention to deceive, although intention is not relevant. The person misled or deceived does not need to prove loss or damage.

Consumer examples of misleading or deceptive conduct include:

  • Promotions or advertisements that include false or inaccurate information
  • Statements that fail to disclose important information
  • Information that conveys a false impression (eg passing off as another brand, or a false association with a well-known individual or business)

Fines for corporations are the greater of $50,000,000, three times the value of the benefit received or 30% of adjusted turnover during the breach turnover period for the offence. Individuals may be fined up to $2,500,000.

Section 18 does not apply to private transactions. An example of a private transaction is the sale of a vehicle by one individual to another. If a person relies on a representation made by a seller that turns out to be untrue, the common law or Misrepresentation Act 1972 (SA) may provide a remedy.

Find more information about misrepresentation here.

Pursuant to the Australian Consumer Law, good and services are acquired by a consumer if:

  • The amount paid or payable was not more than $100,000; or
  • They were of a kind ordinarily acquired for personal, domestic or household use or consumption; or
  • The goods consisted of a motor vehicle used to transport goods on public roads.

[Australian Consumer Law s 3, Competition and Consumer Regulations 2010 (Cth) reg 77A.]

A claim for loss or damage must be lodged within 6 years [s 236].

Misrepresentation Act 1972 (SA)

The Misrepresentation Act 1972 (SA) makes it an offence to induce another party into entering a contract by misrepresentation and provides for criminal sanctions to be imposed [s.4].

If a business makes a false representation inducing a consumer to enter a contract, to pay money, to transfer land or personal property then the trader and/or the agent or employee making the representation are both guilty of a criminal offence.

Maximum penalty:

  • Fine of up to $100,000 (for bodies corporate)
  • Fine of up to $20,000 (for individuals)

What is a misrepresentation?

A misrepresentation is a false statement or intentional misstatement used to induce a person to enter into a contract.

Defences

Under s 4(3) the following defences apply to a prosecution for misrepresentation:

  • If the person who made the statement believed on reasonable grounds that it was true; or
  • Where the defendant is not the person who made the misrepresentation:
  • they took all reasonable precautions to prevent the commission of the offence by persons acting on their behalf or in their employment; or
  • the defendant did not know, and could not reasonably be expected to have known, that the representation had been made or was untrue.
Misleading or Deceptive Conduct  :  Last Revised: Thu Dec 16th 2021
The content of the Law Handbook is made available as a public service for information purposes only and should not be relied upon as a substitute for legal advice. See Disclaimer for details. For free and confidential legal advice in South Australia call 1300 366 424.