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The Australian Competition and Consumer Commission (ACCC) has accepted a court enforceable undertaking from Coles Supermarkets Australia Pty Ltd (Coles) following an investigation into a video and cartoon ‘Our Coles Brand Milk Story’, which was published on social media. The video and cartoon ran from 7 February 2013 to 5 May 2013 on a variety of platforms including YouTube, Coles’ website and Facebook page, and was promoted in links from Twitter and other social media. The ACCC, which commenced the investigation following complaints from dairy farmer organisations, was concerned that Coles was likely to have misled consumers about the impact of its 26 January 2011 retail milk price reduction on the average price paid to dairy farmers supplying milk to processors in 2011-12 (the farmgate price).