Key takeaway points
- The ACCC is increasing enforcement against businesses which fail to appropriately disclose total prices or incorporate hidden fees.
- Booking platforms remain a key area of regulatory focus, particularly in relation to optional extras and fine-print disclosure.
- The ACCC 2026-2027 priorities reinforce this focus on ensuring transparent pricing and fair contract terms.
- Businesses should review their pricing practices and contract terms to ensure compliance with the Australian Consumer Law and maintain consumer trust.
Overview
Recent ACCC enforcement activity against EconomyBookings and Webjet underscores the Regulator’s increased focus on misleading pricing practices and unfair contract terms as part of its 2026-2027 priorities.
Businesses are encouraged to ensure compliance with fair trading practices to avoid penalties and further action.
Ongoing action by the ACCC highlights a growing focus on ensuring fair pricing practices are aligned with the Australian Consumer law, punishing businesses for failing to appropriately disclose prices or attempt to mislead customers.
EconomyBookings and inadequate price disclosure
On 28 January 2026, the ACCC announced it had issued a $39,600 fine to the international car rental booking platform SIA Booking Group Corporation, operating under the name EconomyBookings.
The ACCC alleged EconomyBookings failed to prominently display the total prices of car rental services and misled consumers regarding the costs associated with optional extras.
This conduct involved EconomyBookings misleading customers to believe the total price included the price of the pre-selected optional extras, failing to prominently display the sum as a single figure.
This recent ACCC enforcement action against EconomyBookings demonstrates an increased focus on transparent pricing practices, particularly in the travel and booking sector. This is reminiscent of the ACCC’s previous enforcement of false and misleading pricing practices against Webjet.
Webjet penalised for misleading pricing advertisements
In June 2025, the Federal Court ordered Webjet to pay $9 million in penalties for false and misleading airfare advertisements. The travel agency was also required to contribute $100,000 to ACCC’s costs. This followed the ACCC’s claim that Webjet had engaged in misleading pricing related to the disclosure of compulsory fees.
Webjet used various platforms to advertise seemingly low prices to lure Australians to book airfares with the travel agency. Between 2018 and 2023, the company used promotional material which included false or misleading statements, which often excluded the additional, compulsory fees.
Whilst occasionally disclosing the additional fees, the travel agent’s advertisements required consumers to read the fine print, amounting to inadequate disclosure.
Webjet has also been required to refund customers for additional booking payments, received between 2019 and 2024, which were related to false and misleading booking confirmations.
Overall, these enforcement actions highlight the ACCC’s increased focus on hidden fee pricing tactics, ensuring fair pricing which aligns with the Australian Consumer Law.
ACCC compliance and enforcement priorities update 2026-27
The cases against EconomyBookings and Webjet coincide with the ACCC’s Chair, Gina Cass-Gottlieb, announcing the ACCC’s 2026-27 enforcement priorities, including consumer trust and fair trading.
The ACCC aims to prioritise trust and effective competition for competition for both consumers and small businesses in contractual arrangements, setting clear compliance expectations.
These aspects aim to address consumer and fair-trading concerns by targeting misleading pricing practices and unfair contract terms in consumer and business-to-business transactions.
A key motivator of the ACCC’s attention on misleading pricing practices is the current cost of living pressures. As such, the ACCC recognises the need to safeguard consumers regarding pricing and product claims, focusing on the conduct of companies engaging in misleading pricing practices to undermine consumer trust.
The ACCC will also aim to enforce unfair contract terms in order to address power imbalances, prioritising small business and consumers. The Regulator intends to focus on damaging cancellation terms, including terms associated with, early termination fees, automatic renewals and non-cancellation.
What it means for Business
The ACCC’s recent actions highlight the need for businesses to provide fair contract terms and transparent pricing methods in order to comply with the Australian Consumer Law and maintain consumer trust and confidence.
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