Section 18 of the Australian Consumer Law does not require proof of reliance as an element of the contravention; reliance is relevant only to establishing the causal connection between the contravening conduct and loss or damage for the purposes of recovery under s 236. A person who directs and controls the acts constituting misleading or deceptive conduct, with knowledge of the relevant facts, is 'involved' in the contravention within the meaning of s 2 of the Australian Consumer Law.
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