ACCC takes court action against Dateline Imports Pty Ltd

26 Jun 2012

The Australian Competition and Consumer Commission has instituted proceedings in the Federal Court against Dateline Imports Pty Ltd for alleged misrepresentations about the ingredients and safety of a hair straightening solution, Keratin Complex Smoothing Therapy.

Between approximately June 2009 and November 2010, Dateline Imports supplied the hair straightening product to hair dressing businesses in Australia.

The ACCC alleges Dateline Imports falsely claimed that the solution did not contain formaldehyde or any toxic or dangerous chemicals and represented that the product complied with all health and safety regulations in the world, when it did not.

The ACCC alleges that the product contained formaldehyde at concentrations greatly in excess of the level permitted by Australian State and Territory Regulations for products of this type.

Dateline Imports withdrew the product from the market in Australia in November 2010.

The ACCC is seeking declarations, injunctions and penalties for various breaches of the then Trade Practices Act 1974, and is also seeking findings against Dateline Imports' managing director, David Taylor, in relation to some of the alleged contraventions.

A directions hearing is listed for the Federal Court in Brisbane on 19 July 2012 before Justice Reeves.

Contact details

For more information about product safety, including requirements related to the ingredients labelling of cosmetics and toiletries, visit

General inquiries

Infocentre 1300 302 502

Release # NR 126/12

Australian Competition and Consumer Commission
Product category