The government’s amendments target price transparency, search rankings, sponsored listings, dark patterns, consumer complaints and data use on e-commerce platforms
NEW DELHI: The government has amended the Consumer Protection (E-Commerce) Rules, 2020, notified under the Consumer Protection Act, 2019, to tighten norms governing how online marketplaces display prices, search results and sponsored content, while imposing greater obligations on platforms over consumer complaints, data use and deceptive design practices.The Consumer Protection (E-Commerce) (Amendment) Rules, 2026 will come into force from January 1, 2027. The revised framework also seeks to strengthen disclosures around products and imported goods and curb charges for services unrelated to an e-commerce transaction.
Key changes
Here are the key changes as announced by the government:
- Discounts and price cuts: When a price reduction is announced, platforms must display both the reduced price and the “prior price”. The prior price will mean the lowest price at which the goods or services were offered in the 30 days before the discount was announced.
- Search results: E-commerce entities cannot manipulate search results in a way that misleads users or adversely affects the relevance of results to their search queries.
- Sponsored listings: Paid or sponsored listings must be identified through clear and prominent disclosures, making it easier for consumers to distinguish them from regular search results.
- Dark patterns: E-commerce entities will have to comply with the 2023 guidelines on prevention and regulation of dark patterns. They will also have to conduct a self-audit every year and prominently display a certificate of compliance.
- Consumer complaints: Every e-commerce entity must provide a complainant with a copy of the complaint as recorded by its grievance officer.
- Consumer helpline: Every e-commerce entity will have to become a partner in the convergence process of the National Consumer Helpline (NCH). The NCH received 17,71,622 grievances in 2025, with 5,11,196, or about 29 per cent, relating to the e-commerce sector.
- Product and seller information: Marketplace platforms will have to provide key information such as best before/use before dates, return and refund terms, warranty, delivery and payment details to help consumers make informed decisions.
- Imported goods: Details of the importer and the country of origin will have to be disclosed for imported products.
- Use of consumer data: Marketplace e-commerce entities cannot use consumer information for specified purposes without the consumer’s express and affirmative consent.
- Bundled fees: Platforms cannot collect bundled fees for services unrelated to the e-commerce platform, except under the specified provision for loyalty or membership programmes.
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