ACCC sues Grill’d for misleading Tree Day Tuesday donations

A federal lawsuit alleges Grill’d misled millions of customers about donations promised during its Tree Day Tuesday campaign, with only a small fraction qualifying for contributions. The ACCC seeks fines, remedies and compensation as regulators nationwide increase scrutiny of greenwashing and consumer protections in corporate environmental marketing. On June 16, 2026, Australia’s competition and consumer regulator (ACCC) said it had filed a suit in the Federal Court against the burger chain Grill’d. The reason: allegations of misleading consumers about donations tied to the environmental marketing campaign. The ACCC alleges that Grill’d advertised a promotion called Tree Day Tuesday, which ran from January 2021 to April 2024, and pledged to donate one Australian dollar from every burger sold toward planting trees, but only a small portion of purchases met the participation criteria due to incomplete or insufficiently transparent terms. About Grill’d and the promotion terms Grill’d, founded in 2004, is a private fast-food chain with more than 170 outlets across Australia. The ACCC notes that more than five million burgers were purchased on Tuesdays during the period from January 2021 to April 2024, but only about 4% of these purchases actually met the donation requirements. According to the regulator, there are 26 promotional materials in social media, online channels, and stores that allegedly deprived consumers of the ability to make an informed choice. The ACCC says it is seeking the court to issue appropriate orders, impose penalties, reimburse costs, and apply other available remedies. “Grill’d – a large fast-food chain operating across Australia, so its conduct could have misled many consumers about the environmental benefits of their purchases,” said the ACCC chair. “Grill’d stated in writing that it operates within the company and with all stakeholders, including the ACCC, to ensure transparency of the brand’s initiatives and sustainability,” Grill’d reported. “We contend that Grill’d misled consumers by overstating the amount of donations they would make and the environmental impact of the Tree Day Tuesday campaign.” – Gina Cass-Gottlieb “We believe this is greenwashing.” – The ACCC Chair This case underscores regulators’ growing attention to the veracity of environmental claims and the potential consequences for business if such statements are not accurate. Note: The material is based on the official positions of the regulator and the company; responses from the parties and details of the court process may change depending on how the case unfolds.