Australia's Consumer Regulator Sues Grill'd Over 'Tree Day Tuesday' Claims

Australia's ACCC filed suit against the burger chain on June 15 for misleading customers about its 'Tree Day Tuesday' program. Grill'd advertised A$1 donations per burger to tree planting but distributed only a fraction. The regulator alleges the practice, from January 2021 to April 2024, denied consumers informed choice. The ACCC need not prove intentional deception—only that reasonable consumers could be misled.