THEBUSINESSBYES BUREAU

NEW DELHI, SEPTEMBER 10, 2026

The government on Thursday amended the Consumer Protection (E-Commerce) Rules, 2020, introducing stricter provisions on consumer grievances, search results, sponsored listings, price reductions, dark patterns and seller disclosures, in a move aimed at making India's fast-growing digital marketplace more transparent and consumer-centric.

The Department of Consumer Affairs amended the rules through the Consumer Protection (E-Commerce) (Amendment) Rules, 2026, while seeking to balance stronger consumer safeguards with the government's Ease of Doing Business agenda.

The amended rules will come into force from January 1, 2027.

A key provision 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 country's national consumer grievance redressal mechanism.

The move assumes significance as e-commerce-related complaints account for a substantial share of consumer grievances. During 2025, the NCH received 17,71,622 grievances, of which 5,11,196, or around 29 per cent, were related to the e-commerce sector.

Under the amended framework, e-commerce entities will have to provide a complainant with a copy of the complaint as recorded by the platform's grievance officer, strengthening transparency in the handling of consumer disputes.

The government has also tightened norms governing search results, directing e-commerce entities not to manipulate results in a manner that misleads users or adversely affects the relevance of results to their search queries.

Sponsored listings will have to be identified through clear and prominent disclosures, aimed at enabling consumers to distinguish paid placements from organic search results.

The rules also prescribe greater transparency in price reductions. Whenever a price reduction is announced, both the reduced price and the prior price will have to be displayed. 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.

In another significant measure, e-commerce entities will be required to comply with the Guidelines for Prevention and Regulation of Dark Patterns, 2023. Platforms will have to undertake a yearly self-audit and prominently display a certificate of compliance.

The amended rules also strengthen disclosure requirements for marketplace e-commerce entities. Platforms will have to provide key information such as best-before or use-before dates, return and refund policies, warranty details, delivery terms and payment-related information to help consumers make informed purchasing decisions.

Marketplace entities will also be barred from using consumer information for specified purposes without obtaining express and affirmative consent.

The rules further provide that marketplace e-commerce entities cannot collect bundled fees for services unrelated to the e-commerce platform, subject to the specified exception for loyalty or membership programmes.

For imported goods, e-commerce platforms will have to disclose importer details as well as the country of origin, giving consumers greater visibility into the products they purchase online.

The Consumer Protection (E-Commerce) Rules, 2020, notified under the Consumer Protection Act, 2019, provide the regulatory framework for safeguarding consumers against unfair trade practices in the digital marketplace.

The latest amendments seek to strengthen that framework in response to evolving business models, digital practices and changing consumer expectations, while providing greater clarity to e-commerce entities about their responsibilities.

The Department of Consumer Affairs said the amendments are aimed at creating a more transparent, accountable and consumer-centric e-commerce ecosystem while enabling a level-playing field for businesses operating in the digital marketplace.

The government 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, while maintaining an appropriate balance between consumer interests and the Ease of Doing Business, it said.