Industrial drone supplier, EE Group Australia Pty Ltd (EE Group), 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. 

Between April 2024 and at least June 2025, EE Group directed its resellers to not sell DJI drone products below the recommended retail price, and resellers were required to agree to comply with EE Group’s pricing strategy. EE Group also informed some resellers that it would not supply them with DJI drone products if they did not agree to sell those products at a specified minimum 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.

“Resale price maintenance is illegal because it stops retailers from competing with each other on price, leading to higher prices for consumers,” ACCC Commissioner Luke Woodward said.

“Recommended retail prices are only a recommendation or suggestion and cannot be mandated by a supplier or distributor.”

“We are warning all businesses that we will continue to take enforcement action against companies who engage in this illegal practice,” Mr Woodward said.

In a court-enforceable undertaking, which has been accepted by the ACCC, EE Group has admitted to breaching the Competition and Consumer Act, committed to issuing corrective notices advising resellers that they are free to set their own prices, and will implement and maintain a competition and consumer law compliance program for three years.

The undertaking is available at: EE Group Australia Pty Ltd