According to ABC reports, the Australian Consumer Complaints Commission (ACCC) is being urged to investigate Coles in relation to branding its products with a tick similar to that used by the Heart Foundation.

A tick is currently used by Coles on all of its home-branded products, while the Heart Foundation uses a tick on its products which have met strict standards.

South Australian Independent Senator, Nick Xenophon said, “Whether Coles is doing this deliberately is not so much the issue. The fact is that consumers can be misled by this. A busy shopper could easily be confused by this tick and wrongly assume that Coles home-brand products are Heart Foundation approved and that is fundamentally unfair to the Heart Foundation.”