I was deceived by a bait-and-switch tactic. Is this illegal?

What the Law Says

Indian law explicitly prohibits bait-and-switch tactics as an 'unfair trade practice' under the Consumer Protection Act, 2019.

Bait-and-switch occurs when a seller advertises a product at an attractive price or with appealing features to lure customers, but then refuses to sell it — instead pushing a more expensive or inferior alternative. This misleads consumers and violates their right to be informed and protected from deceptive practices.

The Consumer Protection Act, 2019 defines 'unfair trade practice' broadly to cover such conduct. It empowers consumers to seek redressal before District, State, or National Commissions — including compensation, refunds, and punitive penalties.

Additionally, the Advertising Standards Council of India (ASCI) Code requires advertisements to be truthful, legal, decent, and honest. While ASCI is self-regulatory, its guidelines are recognised by courts and referenced in enforcement actions under the CPA.

Statutory Text

“unfair trade practice” means a trade practice which, for the purpose of promoting the sale, use or supply of any goods or for the provision of any service, adopts any unfair method or unfair or deceptive practice including— (i) false representation… (ii) bargain price falsely represented…

— Consumer Protection Act, 2019, s. 2(28) — Definition of unfair trade practice

Statutory Text

Any person who resorts to unfair trade practice shall be punishable with imprisonment for a term which may extend to two years and with fine which may extend to ten lakh rupees.

— Consumer Protection Act, 2019, s. 89 — Penalty for unfair trade practice

What to Do

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