Christofi Investments, the company behind the Ugg Australia Classic and Ugg Originals websites, has been fined $39,600 by the Australian Competition and Consumer Commission (ACCC) for misleading advertising. The penalties stem from the company’s use of false “was/now” pricing claims on its websites.

The ACCC found that Christofi Investments advertised classic Ugg slippers with a “was” price of $79 and platform Ugg boots with a “was” price of $199, prices that were never actually offered to consumers. This practice created a false impression of a discount, misleading customers about the true savings available.

The consumer watchdog emphasized that these advertising practices breached Australian consumer law by deceiving shoppers through inflated reference prices. The ACCC took action to hold the company accountable for these misleading claims and to deter similar conduct in the retail sector.

Christofi Investments operates under the Ugg Australia Classic and Ugg Originals brands, which sell footwear products styled in the distinctive Ugg design. The penalty highlights ongoing regulatory scrutiny of pricing practices in the competitive footwear market, where promotional claims can significantly influence buyer behavior.

The ACCC’s enforcement reflects its broader efforts to protect consumers from deceptive marketing strategies and promote transparency in retail advertising.