The government has amended the Consumer Protection (E-Commerce) Rules, 2020, to strengthen consumer protection, improve transparency in digital marketplaces and address emerging concerns related to online shopping practices.
The Department of Consumer Affairs has notified the Consumer Protection (E-Commerce) (Amendment) Rules, 2026, introducing a range of measures covering consumer grievances, search results, sponsored listings, price reductions, dark patterns, seller disclosures and the use of consumer information.
The amended rules are aimed at creating a more transparent and accountable e-commerce ecosystem while maintaining a balance between consumer protection and Ease of Doing Business. The new provisions will come into force from January 1, 2027.
One of the key changes requires every e-commerce entity to become a partner in the convergence process of the National Consumer Helpline (NCH), strengthening the integration of online platforms with the national consumer grievance redressal mechanism.
The move comes amid a significant volume of complaints related to e-commerce. The NCH received 17,71,622 grievances in 2025, of which 5,11,196, or around 29 per cent, were related to the e-commerce sector.
Greater transparency in online searches and promotions
Under the amended rules, e-commerce entities will be prohibited from manipulating search results in ways that mislead consumers or reduce the relevance of results to their search queries.
Platforms will also have to clearly and prominently identify sponsored listings, enabling consumers to distinguish paid placements from organic search results.
The rules also introduce greater transparency in promotional price reductions. When a price reduction is announced, both the reduced price and the prior price must be displayed. The prior price will mean the lowest price at which the goods or services were offered during the 30 days preceding the announcement.
New safeguards against dark patterns
The amended framework also strengthens provisions relating to dark patterns, which are online design practices that can manipulate or mislead consumers into making decisions they may not otherwise have taken.
E-commerce entities will be required to comply with the Guidelines for Prevention and Regulation of Dark Patterns, 2023. They will also have to conduct a yearly self-audit and prominently display a certificate of compliance.
On consumer grievances, every e-commerce entity will be required to provide complainants with a copy of the complaint as recorded by its grievance officer, adding greater transparency to the complaint-handling process.
More information for informed purchases
Marketplace e-commerce entities will have to provide consumers with key information about products and services, including best-before or use-before dates, return and refund policies, warranty details, delivery information and payment terms.
The rules also place restrictions on the use of consumer information. Marketplace platforms will not be permitted to use consumer information for specified purposes without obtaining the consumer’s express and affirmative consent.
Another provision prohibits marketplace e-commerce entities from imposing bundled fees for services unrelated to the e-commerce platform, subject to the specified exception for loyalty or membership programmes.
For imported products, platforms will also be required to disclose the importer details and country of origin, giving consumers greater information about the products they purchase online.
Balancing consumer protection and ease of doing business
The Consumer Protection (E-Commerce) Rules, 2020 were notified under the Consumer Protection Act, 2019 to safeguard consumers against unfair trade practices in the rapidly expanding e-commerce sector.
The latest amendments seek to update the regulatory framework in response to evolving digital business models, online practices and consumer expectations. The government said the changes are intended to provide greater clarity to e-commerce entities regarding their responsibilities while promoting a level playing field for businesses operating in the digital marketplace.
The Department of Consumer Affairs said it remains committed to ensuring that the growth and innovation of India’s e-commerce sector is accompanied by effective consumer protection, transparency and fair business practices.
The Consumer Protection (E-Commerce) (Amendment) Rules, 2026 will come into force on January 1, 2027.
