Matters to be taken into account in determining penalty
36 The determination of the appropriate penalty to impose for the attempt depends upon a consideration of a number of matters to which varying degrees of weight must be given in the overall context. Section 76(1) of the Act requires the Court to have regard to all relevant matters including:
· the nature and extent of the conduct;
· any loss or damage suffered as a result of the conduct;
· the circumstances in which the conduct took place;
· whether the respondent has previously been found by the Court in proceedings under Pt VI or Pt XIB of the Act to have engaged in any similar conduct.
In Trade Practices Commission v CSR Limited [1991] ATPR 41‑076 French J, at 52,152‑52,153, included in addition to the matters specified in s 76(1) the following matters as relevant to take into account in determining a penalty of appropriate deterrent value:
· the size of the contravening company;
· the degree of power the company has, as evidenced by its market share and ease of entry into the market;
· the deliberateness of the contravention and the period over which it extended;
· whether the contravention arose out of conduct of senior management or at a lower level;
· whether the company has a corporate culture conducive to compliance with the Act;
· whether the company has shown a disposition to co‑operate with the Commission in relation to the contravention.
The relative significance of each of these matters will vary from case to case but these matters, taken in conjunction with the matters referred to in s 76, provide an appropriate road map for the Court to follow in determining the level of penalty to be fixed under s 76. French J's list of matters to be taken into account has been approved and adopted in a number of other cases: see, for example, NW Frozen Foods Pty Ltd v Australian Competition and Consumer Commission (1996) 71 FCR 285 at 292; Australian Competition and Consumer Commission v Australian Safeway Stores Pty Ltd (1997) 75 FCR 238 at 240; 145 ALR 36 at 44.
37 A common thread running through cases dealing with the imposition of a penalty under s 76 of the Act is that the penalty must have a deterrent quality: Trade Practices Commission v Stihl Chainsaws (Aust) Pty Ltd (1978) ATPR 40‑091 at 17,896; Trade Practices Commission v Mobil Oil Australia Limited (1984) 4 FCR 296 at 298; NW Frozen Foods Pty Ltd v Australian Competition and Consumer Commission (supra) at 293. Two further observations should be made in relation to the deterrent quality of a penalty. First, the penalty should not be so great as to be oppressive: Trade Practices Commission v Stihl Chainsaws (Aust) Pty Ltd (supra) at 17,896; NW Frozen Foods Pty Ltd v Australian Competition and Consumer Commission (supra) at 293. Secondly, there are two aspects to the deterrent quality of a penalty, namely a specific aspect and a general aspect. A penalty should be calculated to deter not only repetition by the contravening party but also to serve as a signal or warning to the general community: Trade Practices Commission v Mobil Oil Australia Limited (supra) at 298; NW Frozen Foods Pty Ltd v Australian Competition and Consumer Commission (supra) at 294‑295.
38 In NW Frozen Foods Pty Ltd v Australian Competition and Consumer Commission (supra) the majority of the Full Court of the Federal Court said that the purpose of penalties imposed by s 76 was not punishment. In Australian Competition and Consumer Commission v Australian Safeway Stores Pty Ltd (supra) at 241 I considered that:
"a court in an appropriate case where there has been a flagrant and wilful contravention might take the view that a severe penalty was warranted having regard to the deliberateness and wilfulness of the contravention."
However, as I observed in that decision I am bound by the authority of the Full Court in NW Frozen Foods Pty Ltd v Australian Competition and Consumer Commission (supra) not to take into account punishment in determining the appropriate level of penalty to impose.
39 The cases also make it clear that there are a number of factors that should be taken into account in mitigation of penalty. I refer in particular to a contravener acknowledging liability, co‑operating with the Commission at an early stage and establishing and implementing an appropriate compliance regime. As the majority of the Full Court observed in NW Frozen Foods Pty Ltd v Australian Competition and Consumer Commission (supra) at 293‑294:
"It is well settled that, in the assessment of a penalty, a respondent withdrawing defences and acknowledging liability is entitled to special consideration of reduction of the amount that would otherwise be assessed. Where, in addition, acceptable evidence is adduced, or the Commission agrees, that a program has been instituted the purpose of which is to ensure an understanding by executives of the requirements of the Act and of their obligations under it, and where a corporation has committed itself to future expenditure upon such a program, there is the more reason to reduce the penalty."
40 It is a significant matter to be taken into account in this case that George Weston had incurred a penalty under the Act a short time earlier in somewhat similar circumstances. By similar circumstances I refer to the issues of price fixing and resale price maintenance which were considered in Australian Competition and Consumer Commission v Australian Safeway Stores Pty Ltd (supra). This matter makes relevant the observations of Olney J in Trade Practices Commission v ICI Operations Pty Ltd [1991] ATPR 41‑153 where his Honour said at 53,179:
"The facts show that a penalty of modest proportions was imposed in 1983 and despite the best endeavours of the corporate group in the meantime, in the early part of 1987 senior and responsible employees again engaged in similar conduct. Two alternative inferences are open. Either the amount of the penalty previously imposed was not regarded as being so significant as to justify any real change in company policy or the attempt to educate staff as to the requirements of the Trade Practices Act were singularly unsuccessful. Whatever may be the case, it is difficult to conceive that a company of the standing of ICI could not have imposed its corporate will upon its employees if it had seriously set about that task."
41 I am satisfied that the conduct in this case was intended at a significant managerial level to be a deliberate and considered attempt to induce a contravention of the Act. Although Mr McLennan may not have been aware that what he was proposing was an attempt to induce a contravention of the Act, I am satisfied that Mr Gilbert was so aware for the reasons to which I have referred earlier. Mr Gilbert held a significant executive or managerial position within George Weston. He was Sales Operation Manager, Southern Region for Weston Baked Foods which comprised Victoria, South Australia, Western Australia and Tasmania. I have not been told how many employees reported to Mr Gilbert or were under his general supervision but because he was responsible for sales operations in four States I infer that there was a significant number of employees. I have been provided with confidential details of his salary at the time of the contravention and this level satisfies me that it is appropriate to say that management at a significant level participated in the conduct.
42 For a person at Mr Gilbert's level to say, when confronted by an enquiry from a subordinate whether he could ask the retailers to put up their prices (Mr McLennan's version), that the subordinate should be very careful as to what he said and as to how he tried to do it and that he (Mr Gilbert) did not want to be told about what was done is, in effect, to act in conscious and deliberate disregard of the Act. It is not unreasonable to expect a person in Mr Gilbert's position, when faced with such an enquiry from Mr McLennan, to say something along the lines - wait a minute, there is something in the Trade Practices Act about this; we should think carefully about it and seek advice. It is more damning on Mr Gilbert's version that he raised the issue of Mr McLennan asking Chickenfeed whether he could do anything about Purity's threats including increasing Chickenfeed's price.
43 At the least, Mr Gilbert, with his experience and knowledge in exercising proper managerial responsibility, should have raised the potential for contravention of the Act with his subordinate. At the most, he should have told him that he should not be talking to Purity or Chickenfeed in any manner about their retail prices. Mr Gilbert's disregard of the relevance of the Act was exacerbated by Mr Gilbert's later comment to Mr McLennan regarding whether the police had come and taken him away. It may have been a misguided attempt at humour, but as I have observed earlier it demonstrates an awareness that what Mr McLennan had done, to the knowledge of Mr Gilbert, was to engage in conduct which Mr Gilbert knew bore upon a contravention of the Act. Not only did Mr Gilbert not do anything to restrain Mr McLennan's conduct, he approved of it and acquiesced in it. Mr Gilbert gave no explanation for his conduct other than to say (as the statement of agreed facts asserts) that his intention was to avoid receiving markdown claims from Purity. It is not unreasonable to infer that his attitude was: it is worth a punt to try and get the two retailers to increase their prices. He must have believed that trying to prevent the payment of the markdown claims outweighed the risk which flowed from the attempt to induce the contravention of the Act.