Brumby’s has escaped a hefty fine over its carbon tax misfire, instead entering into an undertaking with the consumer watchdog.

The bakery chain’s parent company, Retail Food Group, was forced to issue a prompt apology after its managing director, Deane Priest - who has since resigned - wrote to franchisees suggesting that they lift their prices and ‘‘let the carbon tax take the blame’’.

The Australian Competition and Consumer Commission this afternoon said that it had accepted a court-enforceable undertaking from Retail Food Group that it would not engage in similar conduct in the future.

‘‘If businesses tell customers that prices have gone up due to the carbon price, or indeed for other reasons, their claims must be truthful and have a reasonable basis, or the business will face potential ACCC action,’’ ACCC chairman Rod Sims said.

Mr Sims said the Retail Food Group had taken a number of quick actions to redress the impact of its earlier statement, which was distributed via an internal newsletter.

Those actions included writing to franchisees to outline their legal obligations on the carbon tax and providing training.

The ACCC last week reminded all franchises - no matter what the sector - that they were personally liable for their business decisions, even if the advice came from their franchisors’ head office.

If the watchdog finds wrongdoing, it can issue warning letters, infringement notices of $6600 or take court action with fines up to $1.1 million.