The Department of Consumer Affairs has amended India’s Consumer Protection (E-Commerce) Rules, introducing tighter requirements for online platforms on consumer complaints, search results, sponsored listings, price reductions, dark patterns and seller disclosures.
The Consumer Protection (E-Commerce) (Amendment) Rules, 2026, will come into force on January 1, 2027.
The government said the changes are intended to strengthen consumer protection while maintaining a transparent and balanced regulatory framework for the e-commerce sector. The amendments also seek to address emerging concerns in the digital marketplace without imposing unnecessary regulatory burdens on businesses.
E-Commerce Platforms Must Join National Consumer Helpline
A key provision requires every e-commerce entity to become a convergence partner of the National Consumer Helpline, strengthening the integration of online platforms with the national consumer grievance redressal mechanism.
The scale of complaints involving the sector was highlighted in government figures for 2025. The National Consumer Helpline received 17,71,622 grievances during the year, of which 5,11,196, or around 29 per cent, related to e-commerce.
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 rules also prohibit e-commerce entities from manipulating search results in ways that mislead users or adversely affect the relevance of results to their search queries. Sponsored listings will have to be identified through clear and prominent disclosures.
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Price Cuts, Dark Patterns and Seller Disclosures Face New Rules
Online platforms announcing a price reduction will have to display both the reduced price and the prior price. The rules define the prior price as the lowest price at which the goods or services were offered during the 30 days preceding the announcement.
E-commerce entities must also comply with the Guidelines for Prevention and Regulation of Dark Patterns, 2023. They will be required to undertake a yearly self-audit and prominently display a certificate of compliance.
Marketplace e-commerce entities will have to provide key seller and product information to consumers, including best-before or use-before dates, return and refund terms, warranty information, delivery details and payment information.
The amended framework also says marketplace e-commerce entities cannot use consumer information for specified purposes without express and affirmative consent. Platforms will not be allowed to collect bundled fees for services unrelated to the e-commerce platform, subject to an exception for loyalty or membership programmes.
For imported goods, importer details and the country of origin must be disclosed.
Government Seeks More Transparent E-Commerce Market
The amendments build on the Consumer Protection (E-Commerce) Rules, 2020, notified under the Consumer Protection Act, 2019. The government said the framework is intended to safeguard consumers against unfair trade practices in e-commerce and is being strengthened in response to evolving business models, digital practices and consumer expectations.
The Department of Consumer Affairs said the changes seek to create a more transparent, accountable and consumer-centric e-commerce ecosystem while giving online businesses greater clarity about their responsibilities.
The department said its approach aims to ensure that the growth and innovation of India’s e-commerce sector is accompanied by effective consumer protection, transparency, fair business practices and ease of doing business, while balancing the interests of consumers and e-commerce entities.
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