Not sure what accounts you are reading?
Adjusted for one-offs such as share based payments, IPO costs etc, operating costs were down ~12% over the prior half, mainly due to a decline in marketing spend, which was and arguably still is too high. In a slower growth market that's what you want to see. BTW Q2 sales were up 1%.
Same will be the case in H2 has the US lost ~$2.8m due to high marketing costs, which will not happen again.
Ann: 1H23 Results Investor Presentation, page-7
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