Source: AVAA
Australia’s auctioneers and valuers are facing increasing regulatory scrutiny as digital platforms, artificial intelligence and online marketplaces rapidly reshape the way auctions and valuation services operate.
In a major speech to the sector at the AVC26 Conference on 7 May 2026, the Australian Competition and Consumer Commission (ACCC) Deputy Chair, Mick Keogh, delivered a detailed warning about the growing compliance risks affecting auctioneers, valuers and online asset sales businesses operating across fine art, collectables, vehicles, machinery and general goods.
The presentation examined how online auctions, hybrid sales models and AI-assisted business systems are changing the commercial environment for auction and valuation businesses. According to the ACCC, the shift toward digital commerce has significantly increased the scale, speed and potential impact of non-compliance under the Australian Consumer Law (ACL).
For auctioneers and valuers handling large volumes of online listings, catalogue entries and valuation reports, even relatively minor inaccuracies may expose businesses to substantial legal and reputational risk.
Mr Keogh used the example of a valuer relying on outdated comparable sales evidence without adequately disclosing assumptions or limitations. Even where inaccuracies are unintended, representations capable of creating a misleading impression may still breach the ACL.
The presentation also addressed the growing use of artificial intelligence within the valuation and auction sectors. AI-generated catalogue descriptions, automated pricing systems, AI-assisted valuations and generated imagery are increasingly being adopted by businesses seeking operational efficiency and scalability.
However, the ACCC stressed that legal responsibility remains entirely with the auctioneer or valuer. Businesses cannot transfer accountability to software providers or automated systems where published information proves inaccurate, misleading or incomplete.
Examples discussed included AI-generated images that fail to accurately reflect an asset’s condition, omission of mechanical or structural defects, misleading indicative pricing and the use of generic stock descriptions across online auction catalogues.
The ACCC also examined competition law risks including cartel conduct, bid rigging, exclusive dealing arrangements and resale price maintenance. The regulator reinforced that auctions fundamentally depend on genuine competition and independent commercial decision-making.
The presentation concluded with strong emphasis on transparency, evidence-based valuations, accurate recordkeeping, staff training, clear contractual terms and ongoing compliance review as essential risk-management measures for modern auction and valuation businesses.
The AVC26 Conference demonstrated the ability of the Auctioneers and Valuers Association of Australia (AVAA) to connect regulators, government agencies and senior industry leaders, strengthening engagement between policymakers and professionals operating across Australia’s valuation and auction sectors.
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