A Michael Hill International (ASX:MHJ, NZE:MHJ) unit, Global Retail Brands Australia, and Hairhouse Warehouse Online each paid fines of AU$19,800 for allegedly making false and misleading representations about their Black Friday sales, the Australian Competition and Consumer Commission (ACCC) said in a Wednesday statement.

The competition watchdog issued infringement notices to Michael Hill Jeweller (Australia), Global Retail Brands Australia in relation to its homewares business MyHouse, and Hairhouse Warehouse Online, the operator of the Hairhouse hair and beauty website, because the regulator alleged that the businesses were misrepresenting the nature of their sales.

The retailers allegedly falsely described discounts as applying "sitewide," the ACCC said. Businesses are legally obliged to accurately describe their sale offers, the regulator added.

The ACCC said that the claims misled consumers that all goods at the physical or online store were discounted, or that the discounts were greater than they actually were, said Catriona Lowe, deputy chair.

Michael Hill International's shares rose past 2% in New Zealand in recent Wednesday trade.