AustraliaAn online store won't honour its advertised price, saying it was a 'website error'. Do I have any recourse?
Yes — if the online store advertised a price, it’s generally legally bound to honour it under Australian consumer law, unless the error was obvious and you knew or should have known it was a mistake.
What the Law Says
Australian consumer law treats most online price advertisements as binding offers — not just invitations to treat — especially when they’re clear, specific, and available to the public.
Under the Australian Consumer Law (ACL), businesses must not engage in misleading or deceptive conduct when advertising prices. If a price is prominently displayed and you act on it (e.g., complete checkout), the business may be legally required to honour it.
Section 18 of the ACL prohibits misleading or deceptive conduct in trade or commerce. A sudden refusal to honour a clearly advertised price — without reasonable grounds — may breach this section.
Section 29(1)(i) specifically prohibits false or misleading representations about the price of goods or services. Claiming a price was a 'website error' does not automatically excuse the business — they must show the error was obvious and that you were aware (or should reasonably have been aware) it was mistaken.
Courts have held that automated systems don’t override consumer protections: if the website functioned as intended and accepted your order at the advertised price, a contract may already exist.
Statutory TextA person must not, in trade or commerce, engage in conduct that is misleading or deceptive or is likely to mislead or deceive.
— Competition and Consumer Act 2010 (Cth), Sch 2, s. 18 — Misleading or deceptive conduct
Statutory TextA person must not, in trade or commerce, make a false or misleading representation that the price of goods or services is less than the price at which the goods or services are supplied.
— Competition and Consumer Act 2010 (Cth), Sch 2, s. 29(1)(i) — False or misleading representations about price
What to Do
Take screenshots of the advertised price, product page, and your order confirmation.
Contact the business in writing (email preferred) quoting ACL ss.18 and 29, and request fulfilment at the advertised price or a full refund.
If unresolved within 10 days, lodge a complaint with the ACCC or your state/territory consumer affairs agency.
For orders over $100, consider applying to your local tribunal (e.g., NCAT, VCAT) — low-cost, no lawyer needed.
Sources
Not legal advice. This article is general information based on publicly available sources, written for educational purposes. Laws change and individual situations vary. Consult a licensed attorney in your jurisdiction before acting on anything you read here. Last reviewed: 2026-06-08.