Agricultural drone supplier Drone TK Australia Pty Ltd (trading as Tekron) has admitted to engaging in resale price maintenance by directing certain resellers to not advertise or sell DJI drone products to consumers below a specified price. Under Australia’s competition law, it is illegal for suppliers to prevent, or attempt to prevent, resellers from advertising or selling goods or services below a specified minimum price. This conduct is known as resale price maintenance.
Between April 2024 and at least June 2025, Tekron included terms in its agreements with resellers that required them to sell DJI drone products at the prices set by Tekron or as agreed by Tekron and the reseller. Tekron also communicated prices to resellers as being the minimum recommended retail price below which they could not advertise or sell DJI Products. In one instance, Tekron informed a reseller that it could reduce prices for certain DJI drone products in deals with its customers but could not publicly advertise the lower prices.
“We enforce resale price maintenance laws to protect consumers from higher costs caused by resellers being prevented by suppliers from advertising or selling at a lower price,” ACCC Commissioner Luke Woodward said. “Recommended retail prices are only suggestions, and suppliers should not stop resellers from offering or advertising prices lower than the RRP or any other specified price for their products.”
The ACCC has accepted a court-enforceable undertaking from Tekron, in which it has admitted to breaching the Competition and Consumer Act. The undertaking requires Tekron to update its contracts and marketing materials to ensure they do not include any information that would lead a person to engage in resale price maintenance, and to issue corrective notices advising resellers that they are free to set their own prices. Tekron is also required to implement and maintain a competition and consumer law compliance program for three years.
“This should serve as a reminder to businesses that we will continue to take enforcement action against those who engage in resale price maintenance,” Woodward said.
For Editorial Inquiries Contact:
Editor Matt Driskill at [email protected]
For Advertising Inquiries Contact:
Head of Sales Sally Passey at [email protected]
