Woolworths ‘Price Drop’ Class Action
Robbie Leigh Whittome v Woolworths Group Ltd
In November 2024, Gerard Malouf and Partners commenced a class action in the Federal Court of Australia, in Victoria, against Woolworths Group Limited. This class action seeks compensation for loss on behalf of the lead applicant, Robbie Leigh Whittome, and group members against Woolworths in respect to illusory pricing practices that occurred between September 2021 and May 2023. Known as the Whittome Proceedings, the case centres on allegations that Woolworths misled consumers with supposed discounts on hundreds of commonly purchased products, potentially breaching the Australian Consumer Law by making false or misleading representations.
This class action follows the penalty proceedings filed by the ACCC in September 2024, claiming that Woolworths misled customers with discount pricing on hundreds of products. While the ACCC case focuses on penalties, this class action aims to secure compensation for affected customers.
Current status
On 23 September 2024, GMP Law launched an investigation into a potential class action against Woolworths Group Limited (and Coles).
As a result of its investigation, GMP filed a class action in the Victorian Registry of the Federal Court of Australia on 13 November 2025. The claim seeks financial redress for affected consumers who purchased products at Woolworths supermarkets (in-store or online) during the Relevant Period.
GMP Law Chairman, Gerard Malouf, states, “We estimate that the average Australian consumer could be eligible for a refund ranging between $200 and $1,300+, depending on their shopping habits and purchases at these retailers. We believe this class action is an essential move toward safeguarding consumer rights and demanding transparency in retail practices, Australia-wide.”
Woolworths will face a joint liability trial over allegations of false and misleading representations to consumers about its discount pricing claims. The two-week hearing is scheduled to commence on 20 April 2026.
On 25 August 2025, the Federal Court confirmed that the class action will run alongside the ACCC proceeding.
- The ACCC liability trial will determine whether Woolworths made false and misleading representations in its discount pricing campaign.. If liability is found, that outcome will apply to the class action.
- Evidence from the ACCC liability trial will be available for use in the class action.
- The class action is paused until judgment is delivered in the ACCC liability trial. GMP Law will closely monitor the trial and reserve the right to intervene or appeal to protect the interests of group members.
The next case management hearing is scheduled for 10 September 2025 in Melbourne.
Developments leading to the Class Action
On 27 September 2024, the ACCC released their Interim Report for the Supermarkets Inquiry.
It revealed:
- The Australian supermarket sector is dominated by an oligopoly
- Woolworths and Coles together control 67% of the national supermarket retail sales
- Grocery prices have risen significantly, with a typical basket of goods costing over 20% more than it did five years ago.
In February 2025, the ACCC released their final report for the Supermarkets Inquiry, recommending, amongst other measures, that supermarkets should be required to publish clear and accurate pricing information that is available conveniently to consumers.
About the class action
This class action concerns serious allegations against Woolworths related to its pricing and promotions.
Between September 2021 and May 2023, Woolworths is alleged to have temporarily increased the prices of 276 products, then promoted those products as being on ‘Prices Dropped’ specials, despite the promotional prices being the same as or higher than the original prices before the increase.
The core issues of this class action include:
- False and misleading pricing practices: Woolworths is accused of using ‘Prices Dropped’ and similar labels in stores and online in a way that may have led consumers to believe the products were genuinely discounted. It is alleged that these promotions did not actually offer real discounts (known as the Prices Dropped Representation).
- Breach of Australian Consumer Law: The class action alleges that Woolworths engaged in false or misleading representations in breach of the Australian Consumer La
- Financial harm to consumers: Consumers relied on the ‘Prices Dropped Representation’ when deciding to buy products, believing they were getting a discount when they were not.
- Failure to provide genuine discounts: It is alleged that Woolworths did not provide genuine price reductions despite advertising products as discounted.
What’s next?
GMP Law is actively progressing the class action, and significant updates will be provided to group members on progress.
Are you eligible for compensation?
You may be eligible to join the class action and claim compensation if:
- You shopped at Woolworths in Australia, in-store or online, between September 2021 and May 2023
- Purchased products marked as “Priced Dropped”.
To register your interest:
- Gather any evidence
- Register with GMP Law.
Substantiating your claims:
When you register for the class action, it is helpful to provide the following information, including the date and time of purchases and the prices paid.
Helpful evidence to support your claim includes:
1. Rewards program data
Collecting data from Woolworths and/or Coles Rewards programs, which track:
- Time and date of purchases
- Pricing information
- Discounts applied.
2. Receipts
Gathering receipts for discounted products as proof of purchase.
3. Statutory declaration
If the matter is successful and people do not have their receipts but have been affected by the pricing and suffered loss, they will be able to make a claim via statutory declaration.
Risk-free participation
There is no financial risk in registering with our firm and becoming a class member. We operate on a No Win No Fee basis. You will not incur any legal fees unless we win your case. If successful, the court may order the defendant to cover your legal fees and out-of-pocket expenses.
If the claim is unsuccessful, you will not be personally liable for any costs.
Take action today to ensure your rights are represented and to pursue the compensation you deserve.
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