This Summary Report presents the outcomes of the Public-Private dialogue on “Best practices to prevent misleading pricing and discounts and similar practices on online shopping platforms and other types of online sales of goods and services”, held on 21 August 2024 in Lima, Peru, under APEC Project CTI 202 2023T. Sponsored by eight APEC economies and organized by Peru, the PPD brought together public and private stakeholders from across the Asia-Pacific region.

Through panel discussions, case studies, and international experiences, the PPD offered a comprehensive view of enforcement strategies, private sector responses, and consumer perspectives. Key outcomes include a shared understanding of the risks associated with deceptive pricing, a call for increased digital literacy among consumers, and the recognition of technology’s role in empowering fairer markets. Based on the dialogue, a set of voluntary recommendations are proposed to APEC competition and consumer protection authorities, the private sector, and APEC as a regional forum.