Choice Reveals 2025 Shonky Awards: A Critical Look at Consumer Traps
Australia’s consumer advocacy group Choice has unveiled the winners of its 20th annual Shonky Awards, a tongue-in-cheek ranking that highlights products and services deemed unfriendly or confusing to shoppers. The awards, which Choice describes as a lighthearted but pointed critique, focus on areas where everyday consumers often stumble: banking, health insurance, and online marketplaces. This year’s list includes a major bank, a prominent health insurer, and a massively popular online retailer, each singled out for practices that Choice argues undermine value, clarity, or fairness.
Key Winners and the Public Response
Among the notable “winners” is a name familiar to many Australians’ daily finances: a big four bank. Choice’s critique centers on how account fees, interest rates, and the fine print in product disclosures can obscure true costs for ordinary consumers. The organization argues that even seemingly routine banking products can disappoint when fees rise or benefits shrink without transparent communication.
Another high-profile recipient is a major health insurer. Choice has long pushed for clearer policy terms and better transparency around what is and isn’t covered, as well as how premium changes impact households. The award signals ongoing consumer concern about complexity in health cover, especially for families juggling prescription costs, specialist visits, and hospital fees.
Rounding out this year’s trio of standouts is an online marketplace with a global reach and a loyal user base. The provider’s platform has revolutionized how Australians shop online, but Choice argues that its dominance can come with consumer friction—ranging from return policies and seller transparency to dispute resolution pathways. The Shonky nod suggests there’s room for improvement in how the marketplace communicates terms and protects buyer rights on high-volume transactions.
What the Shonky Awards Are Trying to Do
Choice emphasizes that the Shonky Awards are not a formal condemnation but a public reminder to scrutinize everyday purchases. The organization’s spokespersons often frame the awards as a way to spark dialogue about fairness, clarity, and the true cost of ownership—for products and services that can impact household budgets over time. By naming widely used brands, Choice hopes to shed light on practices that, while legal, may not align with consumer-friendly standards.
Past winners have included a mix of financial products, insurers, and consumer tech or retail services. The 2025 list continues that tradition, calling on businesses to improve disclosures, simplify terms, and ensure pricing reflects the consumer’s actual use. Choice also points to the importance of straightforward consumer education so people can compare options without needing a lawyer to interpret the terms.
What This Means for Consumers
For shoppers, the Shonky Awards serve as a reminder to read product disclosures carefully, compare alternative providers, and watch for fee creep and policy changes that aren’t clearly explained. Industry observers note that while the awards are subjective, they can influence brand perception and prompt better practices, especially from those that already enjoy high market penetration. In response, some companies have publicly addressed concerns raised by Choice in prior years, adopting clearer terms, simpler pricing, or more transparent complaint pathways.
Choice also urges ongoing consumer vigilance: compare not just headline prices, but the total cost of ownership, coverage gaps, and the quality of customer service. In health and financial services, where long-term commitments bind households, clarity and fairness in terms can have a substantial impact on household budgets and well-being.
Looking Ahead
As the consumer landscape evolves—with more digital marketplaces, evolving insurance products, and dynamic banking options—the Shonky Awards will likely continue to spark debate about transparency and value. Choice’s 2025 winners remind shoppers to stay informed, ask questions, and demand better experiences that make it easier, not harder, to make smart choices in a crowded market.
