New amendments to India’s e-commerce rules will require online platforms to disclose prior prices, clearly identify sponsored listings and strengthen grievance redressal, with the changes taking effect from January 1, 2027.
New Delhi | September 10, 2026 — The Department of Consumer Affairs has amended the Consumer Protection (E-Commerce) Rules, 2020, to strengthen checks on price manipulation, misleading search results, dark patterns and fake sponsored listings on online platforms. The Consumer Protection (E-Commerce) (Amendment) Rules, 2026, were announced in a department statement on Thursday.
The amendments require every e-commerce entity to become a partner in the convergence process of the National Consumer Helpline (NCH), linking platform-level grievance systems with the national consumer complaints mechanism. The department said the NCH received 17,71,622 grievances in 2025, including 5,11,196 complaints, or about 29%, related to the e-commerce sector.
Under the revised rules, an e-commerce entity must provide a complainant with a copy of the complaint as recorded by its grievance officer. The rules also prohibit platforms from manipulating search results in ways that mislead users or reduce the relevance of results to a consumer’s search query.
Sponsored listings must be marked through clear and prominent disclosures. When a platform announces a price reduction, it must display both the reduced price and the prior price. The amended rules define the prior price as the lowest price at which the product or service was offered during the 30 days preceding the announcement.
The rules also require e-commerce entities to comply with the Guidelines for Prevention and Regulation of Dark Patterns, 2023. Platforms must conduct a yearly self-audit and prominently display a certificate of compliance, according to the department.
Marketplace e-commerce entities will have to provide key seller and product information, including best-before or use-before dates and details on returns, refunds, warranties, delivery and payment. For imported goods, platforms must disclose the importer’s details and the country of origin.
The amendments place additional limits on the use of consumer information. Platforms cannot use such information for specified purposes without express and affirmative consent. They are also barred from collecting bundled fees for services unrelated to the e-commerce platform, subject to a specified exception for loyalty or membership programmes.
The Department of Consumer Affairs said the amendments respond to evolving business models, digital practices and consumer expectations. It said the revised framework is intended to improve transparency and accountability while giving e-commerce entities clarity on their responsibilities and supporting a level playing field for businesses.
The Consumer Protection (E-Commerce) Rules, 2020, were notified under the Consumer Protection Act, 2019. The amended rules will come into force on January 1, 2027, giving e-commerce entities time to implement the new disclosure, grievance redressal, audit and consent requirements.
