The government has amended India’s e-commerce rules to curb price manipulation, misleading search results, dark patterns and undisclosed sponsored listings, with the changes set to take effect from January 1, 2027, the Department of Consumer Affairs said on Thursday.
The Consumer Protection (E-Commerce) (Amendment) Rules, 2026, amend the Consumer Protection (E-Commerce) Rules, 2020. The department said the changes are intended to strengthen consumer protection and transparency while avoiding unnecessary regulatory burdens on e-commerce entities.
A key provision requires every e-commerce entity to become a partner in the convergence process of the National Consumer Helpline (NCH). The department said the NCH received 17,71,622 grievances in 2025, including 5,11,196 complaints related to the e-commerce sector. That represented about 29% of all grievances received by the helpline during the year.
Under the amended rules, e-commerce entities must provide complainants with a copy of the complaint as recorded by the platform’s grievance officer. The rules also prohibit entities from manipulating search results in ways that mislead users or reduce the relevance of results to their queries.
Sponsored listings must be identified through clear and prominent disclosures. Where a price reduction is announced, platforms must display both the reduced price and the prior price. The prior price has been defined as the lowest price at which the goods or services were offered during the 30 days preceding the announcement.
The amendments also require e-commerce entities to comply with the Guidelines for Prevention and Regulation of Dark Patterns, 2023. Platforms must undertake a yearly self-audit and prominently display a certificate of compliance under the new requirements.
Marketplace e-commerce entities will additionally have to provide key seller and product information, including best-before or use-before dates, return and refund terms, warranty details, delivery information and payment conditions. For imported goods, platforms must disclose importer details and the country of origin.
The rules restrict the use of consumer information for specified purposes without express and affirmative consent. E-commerce entities are also barred from collecting bundled fees for services unrelated to the platform, subject to a specified exception for loyalty or membership programmes.
The Consumer Protection (E-Commerce) Rules, 2020, were notified under the Consumer Protection Act, 2019, to provide a framework for addressing unfair trade practices in online commerce. The department said the latest amendments respond to evolving business models, digital practices and consumer expectations.
The Department of Consumer Affairs said the revised framework is intended to establish a more transparent, accountable and consumer-centric e-commerce ecosystem while providing platforms with greater clarity on their responsibilities and supporting a level playing field for businesses. The amended rules will come into force on January 1, 2027.
