Andrew Lacey
Managing Principal
Last week, the Australian Securities and Investments Commission (ASIC) launched civil proceedings in the Federal Court of Australia against retail giant Harvey Norman Holdings Ltd (Harvey Norman) and its credit-card partner Latitude Financial Australia (Latitude) for misleading and deceptive advertisements.
ASIC alleges that between 1 January 2020 and 11 August 2021, Harvey Norman’s advertisements lured consumers by promoting “no deposit” and “60 months interest-free” payment methods for purchasing household goods.
The advertisements appeared in newspapers and on radio and television.
However, following consumer complaints and procedural surveillance, ASIC discovered that what Harvey Norman failed to disclose is that consumers could only access these benefits if they signed up for, and actually used, a particular credit card issued by Latitude. From July 2020, this has been known as the Latitude GO Mastercard, which was only available from Harvey Norman and Latitude.
ASIC argues that this misleading impression masked the essential nature of the continuing credit contract being offered to consumers.
The corporate regulator also alleges that the advertisements did not provide the “full picture” and misled consumers about the “true cost” of this payment arrangement.
Consumers were not warned that in addition to making 60 equal monthly payments, they would have to fork out hundreds of dollars over the sticker price of goods to pay the establishment fees and monthly account service fees attached to Latitude’s credit cards.
For example, ASIC claims that if a consumer purchased a refrigerator with a retail price of $1,000 using the payment method of 60 monthly instalments, they also incurred an additional $537 of extra fees on top of the purchase price.
ASIC acknowledges that some of the advertisements included disclaimers in fine print stating that “fees, charges, conditions & exclusions” applied. However, by putting the phrases “60 MONTHS INTEREST FREE” and “NO DEPOSIT NO INTEREST” in very large and colourful text, the “general thrust” of all advertisements was that an interest-free payment promotion was available for purchasing Harvey Norman goods.
Ultimately, the advertising campaign’s failure to warn consumers that they might incur further debts and charges harmful to their credit rating gave them a mistaken impression about the financial consequences of the interest-free payment method.
ASIC asserts that Harvey Norman and Latitude’s conduct was misleading and deceptive under s 12DA(1) of the Australian Securities and Investments Commission Act 2001 (Cth) (ASIC Act). The representations made by Harvey Norman and Latitude were misleading as to:
ASIC is seeking Court declarations, significant pecuniary penalties, injunctions and other orders against Harvey Norman and Latitude. However, the case is not focused on providing compensation or remediation to impacted customers.
A date for the first court hearing is yet to be scheduled.
Consumers have a right to make informed choices. This case shows that it is vital for credit providers and retail partners, such as Latitude and Harvey Norman, to ensure that their advertising clearly discloses all important information about payment methods and fees.
The stakes are high when corporations engage in false and misleading conduct directed to consumers. Misleading and deceptive representations not only lead to distrust in businesses, but also to substantial penalties from Australia’s corporate regulator.
McCabes will write a further article once the Federal Court makes its decision.