Vuly ordered to pay fine for false countdown timers, warns of fewer Christmas
Outdoor play equipment retailer Vuly paid $39,600 in ACCC penalties for using countdown timers to create false urgency in Black Friday and Click Frenzy promotions, and says it will now run fewer sales this Christmas.
Vuly, an Australian trampoline and outdoor play retailer, paid $39,600 to the ACCC after using countdown timers during Black Friday and Click Frenzy promotions in November 2025. The regulator said the timers created a false sense of urgency by restarting when each promotion ended, with fresh discounts appearing to the shopper as a new opportunity.
Founder Joe Andon said the consecutive promotions reflected the seasonal nature of the business and separate offers, but accepted the ACCC's concerns. Vuly has now put new checks in place around its promotional practices.
Andon warned the changes mean fewer promotions and fewer discounts this Christmas. The ACCC also fined furniture retailer James Lane $19,800 for similar tactics.
Both firms have committed to comply with Australian Consumer Law.
- $39,600
- ACCC penalty
- November 2025
- Violation period
- 45%
- Maximum discount offered
- James Lane $19,800
- Other retailer fined
Why it mattersThe ACCC crackdown signals stricter enforcement of misleading sales tactics ahead of peak shopping periods, likely changing how retailers advertise discounts and what deals consumers can expect.
AustraliaAustralian shoppers will see fewer promotional discounts this Christmas from major retailers like Vuly, and prices on toys and outdoor equipment will likely rise as companies adjust their sales strategies.
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