New Delhi, Sept. 26 -- The Central Consumer Protection Authority (CCPA) has fined Digital Age Retail Pvt. Ltd., the operator of e-commerce platform FirstCry, Rs.2 lakh for publishing misleading advertisements and engaging in unfair trade practices by misrepresenting product prices, the consumer affairs ministry said in a statement on Friday.

The order followed a consumer complaint and an investigation supported by data from the National Consumer Helpline (NCH). The complaint said FirstCry displayed products with the representation 'MRP inclusive of all taxes', but levied additional GST at checkout. This practice, the CCPA observed, created a false impression of higher discounts and misled consumers about the final amount.

The probe foun...