JB Hi-Fi is issuing refunds to hundreds of customers after the Australian Competition and Consumer Commission (ACCC) finds the retailer misled consumers about sale prices. According to reports, the ACCC determined that JB Hi-Fi’s advertising for discounts did not accurately reflect the basis for the advertised “sale” pricing, leading customers to pay more than they were led to believe. The ACCC’s action results in customer refunds, with at least one outlet reporting that the total refunds exceed $250,000. The refunds are intended to compensate affected shoppers for purchases made during the period covered by the ACCC’s findings. The retailer’s conduct is characterised as misleading under consumer law relating to representations made in advertising and promotions. The matter follows the ACCC’s review of JB Hi-Fi’s promotional practices and its conclusion that customers were not given a truthful explanation of the discounted prices. JB Hi-Fi’s refund process is described as covering hundreds of customers impacted by the pricing representations in the advertising campaign.