JB Hi-Fi (ASX:JBH) started a process to refund more than AU$250,000 to about 200 consumers after the Australian Competition and Consumer Commission (ACCC) raised concerns that the company may have misled consumers with pricing claims in advertisements, according to a Thursday statement by the regulator.

The ACCC said it monitored JB Hi-Fi's online product pricing from March 2025 to September 2025 and was concerned that the company promoted 17 products as discounted from a previous higher price, when the products were either never offered at the higher price, only offered at the higher price for a short period, or only offered at the higher price long before the promotion.

The advertisements were for several products, including two laptops, a virtual reality headset, and a gaming monitor, with JB Hi-Fi having already provided some refunds automatically and contacted affected customers directly, the statement added.

The ACCC has decided to resolve the matter administratively without taking further formal enforcement action, given the company's cooperation in the investigation, it added.