Australian Competition and Consumer Commission (ACCC) Chair Gina Cass-Gottlieb on February 19, 2026, outlined the regulator’s compliance and enforcement priorities for the 2026-27 financial year, signaling a continued focus on both longstanding concerns and emerging risks to consumers, and competition.
The ACCC will maintain its established efforts to combat cartel conduct, anti-competitive behavior, and product safety issues, whereas also intensifying scrutiny of misleading pricing practices across key sectors including supermarkets, retail, energy, and telecommunications. Protecting vulnerable consumers, First Nations communities, modest businesses, and the agricultural sector from scams also remains a core priority.
A significant area of focus will be competition within the aviation sector, where the ACCC intends to monitor pricing transparency and consumer choice. The regulator indicated it will use market monitoring, advocacy, and enforcement action as necessary to address concerns in this sector.
The digital marketplace is also under increased surveillance, with the ACCC targeting manipulative and false practices, including the online sale of dangerous goods and the use of subscription traps designed to unfairly influence consumer behavior. The ACCC will continue to advocate for a comprehensive digital competition regime to address these challenges, according to the announcement.
Responding to growing consumer awareness and concern, the ACCC will accept enforcement action against businesses making misleading environmental or sustainability claims. This aims to build consumer trust in the accuracy of “green” marketing.
Legislative changes to the Australian Consumer Law (ACL) are expected to improve compliance with consumer guarantees, particularly regarding motor vehicle purchases. The ACCC will also address unfair contract terms, specifically focusing on problematic cancellation practices such as automatic renewals, excessive early termination fees, and restrictive non-cancellation clauses.
Product safety, particularly for young children, will remain a priority, with ongoing attention to hazards like button batteries, infant sleep products, and furniture stability.
Alongside these priorities, the ACCC is navigating the implementation of Australia’s new mandatory merger regime, which came into full effect on January 1, 2026, following a six-month transition period. As of February 2026, the ACCC has received 31 merger notifications since July 1, 2025, approving 15 and currently assessing 16. Since the start of this year, 23 applications for notification waivers have been approved, while 3 have been denied. The ACCC reports that approximately 80% of these applications have been resolved within 20 business days.
The ACCC acknowledged that the increased demands of the new merger regime could potentially impact its capacity to address non-merger related enforcement matters. The regulator emphasized the importance of proactive and cooperative engagement from merging parties to ensure the regime operates effectively.
The ACCC’s announcement provides businesses and their advisors with clear guidance on areas of heightened regulatory scrutiny. Proactive compliance reviews and a strengthened compliance culture will be essential to mitigate enforcement risk in the current regulatory environment.
