The expert assessed the prohibition of marketplaces to influence prices

Prohibiting marketplaces from determining the value of goods and applying loyalty programs may be legally controversial and lead to negative consequences for the market. Ilya Rusyaev, a business consultant and founder of the Rusyaev Club, told Izvestia on March 23.

The expert noted that from a legal point of view, such measures can be considered as an excessive restriction on the freedom of entrepreneurship. He explained that the Civil Code of the Russian Federation enshrines freedom of contract, and the Constitution guarantees freedom of economic activity and support for competition. A complete ban on platforms applying discounts at their own expense, in his opinion, affects the very business model of marketplaces and can be challenged.

"The current legislation already provides for a more balanced approach. In particular, the law on the platform economy No. 289-FZ, which comes into force on October 1, 2026, does not prohibit discount mechanisms, but only limits price reductions at the expense of the seller without his consent. In addition, it obliges platforms to notify partners in advance and not worsen the position of dissenting sellers in the issue. The transition to a complete ban will be a step backwards compared to this model," Rusyaev said.

The economic consequences of the initiative are also worrying. The expert noted that marketplaces compete with each other, including by co-financing demand through cashback, bonuses and promotions. Abandoning these tools may lead to a shift in competition towards paid promotion and increased advertising pressure.

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According to him, small and medium-sized sellers who depend on promotional platforms will be particularly vulnerable. Unlike large brands, they do not have sufficient resources to attract customers on their own.

The expert added that the negative effect will also affect consumers. He explained that the buyer focuses on the final cost of the product, taking into account discounts, bonuses and installments, and not on the base price of the seller. Limiting these tools can lead to higher prices and lower availability of goods.

Rusyaev also drew attention to the fact that the relevant regulators do not propose a complete ban on such mechanisms. According to him, the discussion is conducted within the framework of ensuring non-discriminatory conditions and transparency, and not eliminating loyalty programs as such.

"The initiative looks legally controversial, economically harmful, and could lead to reduced competition, reduced consumer benefits, and higher final prices," he concluded.

On the same day, RBC, with reference to the draft law of the Ministry of Industry and Trade of the Russian Federation, reported that the ministry proposed to ban marketplaces from setting prices for products. The right to determine the cost of products is planned to be reserved only for sellers.

Prior to that, on March 21, Anatoly Aksakov, chairman of the State Duma Committee on the financial market, said that the State Duma was discussing the introduction of a self-ban on purchases on marketplaces. It should help Russians save money and protect themselves from fraudsters.

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