ACCC Marketplace Rules 2026: What Online Sellers Need to Know
The ACCC is cracking down on dark patterns, subscription traps, and misleading pricing in online marketplaces. Here is what halal business owners and Souq sellers need to know to stay compliant.
New laws take effect 1 July 2027
$50M
23,000+
July 2027
What Is the ACCC Targeting in Online Marketplaces in 2026?
In February 2026, ACCC Chair Gina Cass-Gottlieb announced the regulator's compliance and enforcement priorities for the year ahead. Online marketplaces are a core focus, with the ACCC targeting "subscription traps and other dark patterns that manipulate consumer behaviour and unfairly impact consumer choice." The key areas of concern include dark patterns (manipulative design), subscription traps, drip pricing (hidden fees at checkout), misleading pricing claims, unsafe products, and breaches of consumer guarantees.
An ACCC survey found that 72% of Australians had encountered potentially unfair practices on online marketplaces within a 12-month period. These practices include hidden charges, forced subscription sign-ups, and accidental paid subscriptions. The regulator sued JustAnswer LLC in September 2025 for advertising a $2 joining fee when monthly fees were actually $50 to $90, signalling its willingness to take enforcement action.
Dark Patterns
High priorityDesign techniques that steer users toward unintended actions, such as hiding cancellation buttons, using confusing language, or pre-selecting add-ons at checkout.
Subscription Traps
High priorityMaking it easy to sign up but difficult to cancel. Under the new laws, cancelling must be as easy as subscribing.
Drip Pricing
High priorityHidden fees revealed only at checkout, making the final price significantly higher than advertised. The total price must be shown upfront.
Misleading Pricing
Advertising low prices that do not reflect actual costs. The ACCC sued JustAnswer LLC in September 2025 for advertising a $2 joining fee when monthly fees were $50 to $90.
Unsafe Products
Online marketplaces must prevent unsafe products from being listed. The ACCC is strengthening the Australian Product Safety Pledge and using AI to detect unsafe listings.
Consumer Guarantees
Products must match their description, be fit for purpose, and be of acceptable quality under Australian Consumer Law. Sellers cannot exclude these rights.
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How Do ACCC Rules Affect Halal Product Sellers?
Whether you sell through a marketplace or your own website, Australian Consumer Law applies to all businesses regardless of size. If you sell halal products online, you must comply with consumer guarantees, accurate pricing, and transparent product descriptions. Halal sellers must be especially careful that certification claims, ingredient lists, and product images accurately reflect what the buyer receives.
Souq Sellers
If you sell on Souq by HalalHQ, the platform handles checkout and payment compliance for you. Your responsibility is to ensure your product listings are accurate: descriptions match what ships, images represent the actual product, and halal certification claims are verifiable.
Your Own Online Store
If you run your own Shopify, WooCommerce, or custom website, review your entire checkout flow. Remove any hidden fees that only appear at the final step. Ensure shipping costs are visible before the payment page.
Product-Based Businesses
Whether you sell halal skincare, modest fashion, or food products, every item must meet Australian safety standards. Product descriptions must be truthful, and consumer guarantee rights (refund, replacement, repair for faulty goods) cannot be excluded.
What Should Online Sellers Do to Stay Compliant?
Use this checklist to review your business before the new laws take effect.
Audit your product listings
Review every listing for accuracy. Product descriptions, images, and halal certification claims must match exactly what the buyer receives.
Show the full price upfront
Do not add fees at checkout that were not displayed on the product page. Include shipping, handling, and any other charges in your pricing or clearly display them before checkout.
Make your return policy visible
Your return and refund policies must be easy to find. Under Australian Consumer Law, consumers have the right to a refund, replacement, or repair for faulty goods regardless of your stated policy.
Verify product safety
Ensure all products meet Australian safety standards. Check the ACCC Product Safety website for mandatory standards and recalls relevant to your product categories.
Review your checkout flow
Remove any pre-selected add-ons, confusing opt-out language, or design elements that could push buyers toward purchases they did not intend to make.
Use accurate product images
Photos must accurately represent the item. Do not use stock photos or images that make the product look significantly different from what ships to the buyer.
If you offer subscriptions, make cancellation simple
The cancellation process must be as straightforward as the sign-up process. Provide a clear, accessible cancellation option without requiring phone calls or excessive steps.
When Do the New ACCC Marketplace Rules Take Effect?
Key dates for online sellers to be aware of.
ACCC announces 2026-27 priorities
Dark patterns, subscription traps, and unsafe products in online marketplaces confirmed as enforcement priorities.
Unfair Trading Practices Bill introduced
The Competition and Consumer Amendment (Unfair Trading Practices) Bill 2026 is introduced to Parliament, targeting dark patterns, drip pricing, and subscription traps.
New laws take full effect
The Unfair Trading Practices Act commences. Maximum penalties of $50 million for corporations. All businesses must be compliant by this date.
Penalties are significant
Under the new Bill, the maximum penalty for corporations is the greater of $50 million, three times the value of any benefit obtained from the breach, or 30% of adjusted turnover during the breach period. Even before the new laws commence, existing Australian Consumer Law provisions already cover misleading conduct, false representations, and consumer guarantee breaches.
Frequently Asked Questions
Sell with confidence on Souq
Souq by HalalHQ handles payment processing, checkout compliance, and consumer protection for you. Focus on your products while the platform handles the regulatory requirements.
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