The ACCC continues to reprimand brands for failing to prominently state the total minimum price payable or misleading consumers about prices.

After fining iiNet $102,000 in June for a Naked DSL bus advertisement which failed to state the total minimum price, Collingwood Football Club has now been pulled up by the ACCC for a similar offence in relation to an ad promoting a membership offer.

The advertisement, which was published in the Herald Sun and emailed to more than 90,000 people in May, offered punters a three game membership and Collingwood guernsey for “only $20*”.

The ACCC argued that the total price was $120 payable over six months. While the advertisement referred to a payment plan in fine print, it did not display the total price.

Under the Australian Consumer Law, advertisements that state part of the price of goods or services must also prominently state the total price payable by consumers.

“Consumers should know the real price of goods and services so that they are able to make informed purchasing decisions,” said ACCC chairman Rod Sims.

"Advertisements that do not state the real price of goods or services have the potential to draw in consumers based on half-truths. All businesses must ensure that they comply with their obligations under the Australian Consumer Law."