Summary:

Using the External import option to perform a CSV import, rich text fields are using the old markup format in the import instead of the new markdown format.

As an example, the following will format as a link in CSV import to a rich text field like Description or Paragraph field with wiki-style render enabled:

[link|http://example.com] 

 However, the front end / new issue view is expecting and using markdown and the format as described in:

• https://support.atlassian.com/jira-software-cloud/docs/markdown-and-keyboard-shortcuts/ 

So the expected Markdown format is as follows noting this format does not work if used in the CSV import:

[link](http://example.com) 

Suggested solution

Line up the CSV import feature to use the same updated format expected in the front end for the import functionality