Regulation of Pricing under the Consumer Protection Act, 2019 Pricing is an important element of the marketing mix because it directly affects consumers, competition, demand and the profitability of businesses. In a competitive market, sellers generally have the freedom to determine prices, but this freedom is subject to laws that protect consumers from unfair and deceptive pricing practices. The Consumer Protection Act, 2019 provides a comprehensive framework for protecting consumers against unfair trade practices, misleading representations and exploitation in the marketplace. The Act seeks to ensure that consumers receive accurate information about the price and other conditions of goods and services. A consumer has the right to be informed about the quality, quantity, potency, purity, standard and price of goods or services so that an appropriate purchasing decision can be made. Therefore, sellers and service providers are expected to communicate prices clearly and honestly. One important aspect of price regulation is protection against misleading pricing practices. A business cannot falsely represent that a product is being offered at a particular price when the actual terms are different. Similarly, advertisements should not create a false impression regarding discounts, reductions or special offers. For example, artificially increasing the original price