SYDNEY — The Australian Competition and Consumer Commission (ACCC) filed Federal Court proceedings against Miyagi, a Sydney-based health and wellbeing business, and its founder, Shane Da Costa. The ACCC alleges the company employed unqualified staff to pose as medical professionals and used deceptive sales tactics to sell health programs costing up to $7,500 to more than 6,000 Australians.

The alleged actions took place between 2022 and 2025. Court filings state that employees were directed to use specific messaging, telling customers: "In my professional opinion, with your [disease], it's safe to say that you're at risk of things getting worse." The ACCC alleged that Australians receiving these calls were wrongfully told it was scientifically evident their lives were at risk of being cut short.

ACCC Commissioner Luke Woodward said, "We are extremely concerned that consumers, including many with complex health conditions, signed up to Miyagi's program on a false premise." He added, "Many consumers were left significantly out of pocket as a result of Miyagi's alleged misrepresentations." Woodward stated that Mr. Da Costa is claimed to have approved Miyagi's contract terms and the telephone scripts used by sales staff.

Miyagi promoted free phone call consultations for health programs on social media. Applicants engaged with the marketing campaign and completed a health survey before a sales employee called. Sales employees allegedly used the same script to sell programs focused on heart disease, sleep apnoea, menopause, obesity, and gut health. The marketed programs lasted between six and 18 months, with payments required upfront or through a payment plan. Miyagi faces allegations of using unfair terms and refusing refunds to customers who requested to opt out.