The Australian Competition and Consumer Commission has ordered the Independent Liquor Group, a distributing co-operative based in NSW, to pay a $10,200 fine after it duped its consumers into buying its “Aussie Beer” product which actually was made in China.

Aussie Beer, with green and gold labeling, was sold during March and August 2014. It featured a picture of an Australian map with the slogan “Australia's finest malt.” It also had the printed words "100% owned."

The Australian Competition and Consumer Commission said the infringement notice was issued against ILG because it had "reasonable grounds to believe” that the latter had made “false or misleading representations about the country of origin of the "Aussie Beer" product, in contravention of the Australian Consumer Law (ACL)."

"Consumers are entitled to expect that prominent representations made on packaging are accurate without having to check for disclosures on the fine print,” Rod Sims, ACCC chairman, said. The ILG includes the Little Bottler, Super Cellars and Pubmart chains of bottle shops.

Sims reminded companies that country of origin representations, particularly those designed to grab the eye of the consumer by using well known symbols, colours, or slogans, must be truthful. The colours used are closely associated with Australian sporting teams.

The ACCC has been busy checking labels and marketing slants of beers sold in Australia. In 2014, it ordered Carlton & United Breweries to pay a $20,400 fine when it misled costumers into thinking that Byron Bay pale lager was made on the NSW Central Coast.

The ACCC is an independent authority of the government of Australia that was established in 1995. Its mandate is to protect consumer rights, business rights and obligations, perform industry regulation and price monitoring and prevent illegal anti-competitive behaviour.

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