Andrew Lacey
Managing Principal
In our previous article, we considered the Federal Court decision of Australian Competition and Consumer Commission v Kogan Australia Pty Ltd [2020] FCA 1004 which concerned online retailer, Kogan’s, misleading and deceptive ”Tax Time” promotion.
In that decision, the Federal Court held that Kogan had engaged in misleading and deceptive conduct and made false or misleading representations when promoting to consumers that if they used the code “TAXTIME” at checkout, they would receive 10% off purchased products. The Court held that this conduct was misleading and deceptive, in circumstances where Kogan had increased the prices of certain goods prior to the promotion, before decreasing these prices once the promotion had concluded.
In Australian Competition and Consumer Commission v Kogan Australia Pty Ltd (No 2) [2020] FCA 1751, the Federal Court published its decision on penalties which had been the subject of a separate hearing.
The ACCC sought various penalties including:
Kogan did not oppose the declaratory relief sought, but opposed the injunctive relief, publication orders and costs orders, and contended that any pecuniary penalty should be in the order of $150,000.
Section 224(2) of the ACL outlines the matters to which a court must have regard when determining an appropriate pecuniary penalty.
These factors are relevantly:
Other factors can also be considered such as:
In assessing the mandatory and discretionary factors above, the Court ordered Kogan to pay a pecuniary penalty of $350,000 and the ACCC’s costs of the proceedings.
In coming to this conclusion, Davies J held that the ACCC’s proposed penalty of $2 million was excessive in circumstances where the benefit to Kogan/harm to consumers was modest and there was no deliberateness on the part of Kogan. Whilst the Court noted that there had been insufficient and inadequate ACL compliance training within Kogan, it was held that this did not itself amount to a culture of non-compliance with the ACL. Notwithstanding, the Court was of the view that the $150,000 penalty sought by Kogan was inadequate and did not provide a sufficient general deterrent for other market participants.
The Court also refused to grant the requested injunctions in circumstances where they merely sought compliance with the law, significant time had lapsed between the conduct in question and the final orders, and no further contraventions had occurred during that time. The Court also refused to grant orders for corrective advertising for the same reasons regarding the elapsing of time and additional contravening conduct.
Whilst the Court will assess the quantum and form of penalties for non-compliance on a case-by-case basis, the decision highlights how the implementation of ongoing professional ACL compliance training may assist in demonstrating a compliance culture and prevent businesses falling foul of the ACL.
McCabes Litigation and Dispute Resolution Group offers tailored, in-house, ACL compliance training courses, as well as online health checks for businesses across a number of industries.