When shopping online, customers will now be able to see the true value of a discount before making a purchase, rather than just being swayed by the promise of a massive price cut. The government is tightening regulations for e-commerce companies, aiming to curb practices that mislead customers—ranging from a lack of price transparency and issues with search results to the way sponsored products are displayed. These new rules will come into effect on January 1, 2027.

**How ​​will the practice of luring customers with huge discounts be curbed?**
The most significant change concerns discount claims. When displaying a reduced price for a product, companies must also disclose the previous price alongside the new one. This "previous price" refers to the lowest price at which the product was sold in the 30 days prior to the discount announcement. In other words, companies will no longer be able to artificially inflate a product's price only to subsequently offer a "massive discount" to attract customers.

**Paid search placements will no longer be hidden**
When a customer searches for a product online, the results must clearly distinguish between items that appear due to the actual search query and those that have been boosted to the top through paid promotion. Companies will be prohibited from manipulating search results in a way that misleads customers or pushes relevant, organic search results further down the list.

**Companies must be accountable for 'dark patterns'**
E-commerce companies will be required to adhere to the 2023 guidelines regarding "dark patterns." Dark patterns refer to design elements that manipulate customers into making purchases, signing up for subscriptions, or choosing options against their actual intent. Examples include revealing additional charges only at the final checkout stage, pressuring users to select a specific option, or using interfaces designed to confuse the customer's choices. Under the new rules, companies must also conduct an annual self-audit of their platforms and display a compliance certificate.

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