The Government of India has amended the Consumer Protection (E-Commerce) Rules, 2020, introducing tighter norms on search-result manipulation, sponsored listings, discount claims, dark patterns and consumer data use.
The Consumer Protection (E-Commerce) (Amendment) Rules, 2026 notified by the Department of Consumer Affairs will come into force on 01st January, 2027. The amendments aim to make online marketplaces more transparent and accountable while giving consumers clearer information to make purchasing decisions, the department said.
Stronger Grievance Redressal for Online Shoppers
Under the amended rules, e-commerce platforms must provide complainants with a copy of the complaint as recorded by the platform’s grievance officer. Platforms will also have to integrate with the National Consumer Helpline (NCH) and participate in its convergence process. In 2025, the NCH received 17,71,622 grievances, of which about 29% (5,11,196) were related to e-commerce, the government noted.
Search Results Cannot be Manipulated
The rules explicitly bar e-commerce entities from manipulating search results in a manner that misleads users or adversely affects the relevance of results to their queries. This is expected to bring greater transparency to how products and services are displayed when consumers search on online platforms.
Sponsored Listings Must be Clearly Identified
Paid or sponsored placements will now require clear and prominent disclosures, making it easier for users to distinguish promotional listings from ordinary search results or recommendations.
Greater Transparency around Discounts and Price Reductions
When a price reduction is advertised, platforms must display both the reduced price and the “prior price”. The prior price is defined as the lowest price at which the goods or services were offered during the 30 days preceding the price-reduction announcement.
The provision is intended to give consumers a clearer basis for assessing advertised discounts and curb practices such as artificial mark-ups before sales.
New Requirements on Dark Patterns
The amended rules require e-commerce entities to comply with the Guidelines for Prevention and Regulation of Dark Patterns, 2023. Platforms must also undertake a yearly self-audit on dark patterns and prominently display a certificate of compliance.
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More Information About Sellers and Products
Marketplace e-commerce entities will be required to provide key product and seller details to help consumers make informed decisions, including:
- Best-before or use-before dates
- Return and refund policies
- Warranty information
- Delivery details
- Payment-related information
For imported goods, marketplaces must also disclose importer details and the country of origin.
Consumer Data cannot be used without Affirmative Consent
Marketplace e-commerce entities will not be permitted to use consumer information for specified purposes without obtaining express and affirmative consent, giving users greater control over how their data is used in covered situations.
Restrictions on Bundled Fees
The rules also prohibit marketplace e-commerce entities from collecting fees for services that are unrelated to the e-commerce platform, with a specified exception for loyalty or membership programmes.
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Rules Aim to Balance Consumer Protection and Business Interests
The Department of Consumer Affairs said the amendments are intended to create a more transparent, accountable and consumer-centric e-commerce environment while maintaining a balance between consumer interests and the needs of businesses.
The changes take into account evolving business models, digital practices and consumer expectations, while also seeking to support Ease of Doing Business, the government said.
The Consumer Protection (E-Commerce) (Amendment) Rules, 2026 will come into force on 01st January, 2027.
Source: PIB, Government of India, Department of Consumer Affairs
