The Department of Consumer Affairs, Government of India, has amended the Consumer Protection (E-Commerce) Rules, 2020 through the Consumer Protection (E-Commerce) (Amendment) Rules, 2026, introducing stronger safeguards relating to consumer grievances, search results, sponsored listings, price reductions, dark patterns and seller disclosures.
The changes are aimed at creating a more transparent and consumer-centric digital marketplace while maintaining a balanced regulatory framework that supports Ease of Doing Business and avoids unnecessary compliance burdens on e-commerce entities.
E-Commerce Platforms to Join National Consumer Helpline
A significant change 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 importance of the measure is reflected in grievance data. During 2025, the NCH received 17,71,622 grievances, of which 5,11,196—around 29 per cent—related to the e-commerce sector.
Copy of Consumer Complaint to be Provided
Under the amended Rules, every e-commerce entity must provide a complainant with a copy of the complaint as recorded by its grievance officer.
The measure is intended to bring greater transparency to the grievance redressal process by ensuring that consumers have a record of how their complaint has been registered by the platform.
No Misleading Manipulation of Search Results
The amendments also address the manner in which products and services are displayed in search results. E-commerce entities shall not manipulate search results in a manner that misleads users or adversely affects the relevance of results to the user’s search query.
This provision assumes significance as search rankings can influence which products and sellers consumers see while making purchasing decisions on digital marketplaces.
Sponsored Listings Must Be Clearly Disclosed
The amended framework requires sponsored listings to be identified through clear and prominent disclosures.
Consumers will therefore have to be clearly informed when a listing appearing before them is sponsored rather than merely appearing as an ordinary or organically ranked search result.
30-Day Rule for Price Reduction Claims
The Amendment Rules introduce an important transparency requirement for advertised price reductions. Whenever a price reduction is announced, both the reduced price and the prior price must be displayed.
For this purpose, the “prior price” means the lowest price at which the goods or services were offered during the 30 days preceding the announcement of the price reduction.
The requirement is intended to provide consumers with a clearer reference point when evaluating advertised discounts and price reductions.
Annual Self-Audit for Dark Patterns
The amendments also strengthen the regulatory framework governing dark patterns. E-commerce entities will be required to comply with the Guidelines for Prevention and Regulation of Dark Patterns, 2023. They must also undertake a yearly self-audit and prominently display a certificate of compliance.
E-commerce entities will have to undertake a yearly self-audit on dark patterns and prominently display a certificate of compliance.
The provision seeks to reinforce accountability in relation to digital interfaces and practices affecting consumer choices.
More Seller and Product Information for Consumers
Marketplace e-commerce entities will be required to provide key information necessary for consumers to make informed purchasing decisions.
This includes information concerning best before/use before dates, return and refund policies, warranty, delivery and payment details.
The enhanced disclosure requirements are intended to give consumers relevant information before they complete transactions on online marketplaces.
Express Consent Required for Use of Consumer Information
The Amendment Rules also introduce safeguards concerning consumer information. Marketplace e-commerce entities shall not use consumer information for specified purposes without the consumer’s express and affirmative consent.
The requirement strengthens the principle that consumers should actively consent before their information is used for the purposes covered by the amended Rules.
Restrictions on Bundled Fees
The Rules further provide that marketplace e-commerce entities shall not collect bundled fees for services unrelated to the e-commerce platform.
However, the amendment provides for a specified exception concerning loyalty or membership programmes.
Country of Origin and Importer Details for Imported Goods
For imported goods sold through e-commerce marketplaces, importer details and the country of origin must be disclosed.
The requirement adds to the information that must be made available to consumers while considering imported products online.
Strengthening Consumer Protection in E-Commerce
The Consumer Protection (E-Commerce) Rules, 2020, notified under the Consumer Protection Act, 2019, provide the regulatory framework for protecting consumers against unfair trade practices in the e-commerce sector.
The 2026 amendments seek to strengthen this framework in response to evolving digital practices, business models and consumer expectations.
The amendments seek to establish a more transparent, accountable and consumer-centric e-commerce ecosystem while maintaining a balance between consumer interests and Ease of Doing Business.
The Department of Consumer Affairs has emphasised that the growth and innovation of India’s e-commerce sector should be accompanied by effective consumer protection, transparency and fair business practices, while providing regulatory clarity and a level-playing field for businesses operating in the digital marketplace.
When Will the New E-Commerce Rules Come into Force?
The Consumer Protection (E-Commerce) (Amendment) Rules, 2026 will come into force on January 1, 2027. The amendments will therefore give e-commerce entities time to align their grievance mechanisms, search and sponsored-listing practices, pricing disclosures, dark-pattern compliance, consumer-consent processes and marketplace disclosures with the revised regulatory framework.