Australia’s competition watchdog, the ACCC, is nearing the beginning of a new era as the new price gouging laws against the country’s major supermarkets take effect. Starting from July 1, the “excessive pricing prohibition” – which applies to supermarkets with more than $30 billion in revenue – will allow the ACCC to analyse what is a “reasonable” profit margin for each individual product, to determine whether it is excessively priced.