Australia’s Federal Court has ruled that Coles misled shoppers through its “Down Down” discount campaign, finding the advertised discounts did not reflect genuine savings. Multiple outlets report that Justice Michael O’Bryan delivered the judgment on Thursday. The court’s finding focuses on how Coles set its “was” prices before applying the discounted prices. According to reports from Brisbane Times, The Age, and the Sydney Morning Herald, the “Down Down” discounts were based on previous prices that were offered for too short a period to be considered a real reference point. Coverage from SBS News and The Guardian describes the decision as a landmark outcome for consumer protection, following arguments from the competition watchdog that the campaign did not provide true savings. Other reporting, including 7News Australia and The West Australian, says the ruling could lead to financial consequences for Coles, including possible orders to repay customers. Experts quoted by The West Australian also suggest the broader price environment may continue to affect what shoppers ultimately pay, even after the ruling.