Ugg footwear retailer Christofi Investments has paid $39,600 in penalties after the ACCC issued it with two infringement notices for allegedly making misleading pricing claims on the Ugg Originals and Ugg Australia Classic websites.

The infringement notices related to Christofi having advertised classic ugg slippers and platform uggs at an apparently discounted price alongside a higher strikethrough “was” price.

The ACCC alleges that these claims were false or misleading in breach of the Australian Consumer Law because the products had not been offered for sale or sold at the higher price claimed in the advertisements in a reasonable period beforehand.

“The ACCC was concerned that consumers were likely to have been misled by the Ugg websites’ claims they were getting ugg boots and slippers at a genuine discount, when we allege this was not the case,” ACCC Commissioner Luke Woodward said.

“It is a breach of Australian Consumer Law to mislead consumers about products or pricing. We remind retailers that the ACL applies just as much to online stores as it does to bricks and mortar stores.”

“The ACCC continues to actively pursue cases involving misleading pricing practices by supermarkets and other retailers. False pricing claims do not just cause harm to consumers, they harm competing retailers who present their prices fairly and accurately.”

Christofi owns the Ugg Australia Classic website and administers the Ugg Originals website and advertised the Ugg products with allegedly misleading was/now pricing claims on both websites.

The ACCC was alerted to the conduct by consumer complaints to its Infocentre. 

Images of the advertisements on the Ugg Australia Classic and Ugg Originals websites in November 2025

Background

Christofi is an Australian based retailer of Ugg footwear and Ugg related products, with an online presence as well as 26 physical stores across Australia.

Christofi owns the Original Ugg Australia Classic website, www.uggaustraliaclassic.com.au and administers the Ugg Originals website, www.uggoriginals.com.au.

This matter is not related to legal disputes about the Ugg or UGG trademarks between US-based and Australian companies in recent decades.

Note to editors

The ACCC can issue an infringement notice when it has reasonable grounds to believe a person or business has contravened certain consumer protection provisions in the ACL.

The payment of a penalty specified in an infringement notice is not an admission of a contravention of the ACL.