Australian watchdog targets deceptive free-trial and auto-renewal schemes after eHarmony win

The Australian Competition and Consumer Commission is set to intensify enforcement against “predatory” free-trial and subscription models after winning a case against eHarmony. ACCC chair Gina Cass-Gottlieb explained that she now avoids free trials herself, citing the need for clearer terms and the avoidance of hidden credit-card commitments. The eHarmony judgment found the dating service misled users about membership length, automatic renewals and the true cost, leading to hundreds of complaints from lonely individuals seeking relationships.

While the court has yet to determine penalties, the watchdog will also target misleading stock-limited claims in Black Friday and Christmas promotions and similar tactics used by retailers like Coles. Legal commentator Hayder Shkara of Justice Network said the decision sends a strong warning to all subscription-based businesses to review renewal and cancellation processes. The ACCC’s broader campaign aims to protect consumers from pressure-filled sales and opaque contract terms across the Australian market.