Revised E-Commerce Rules from 1 Jan, More Disclosures Mandated

Ø Amended Rules strengthen provisions on consumer grievances, search results, sponsored listings, price reductions, dark patterns and seller disclosures

Ø New Rules to come into force from January 1, 2027

· The Consumer Protection (E-Commerce) (Amendment) Rules, 2026 amend the E-Commerce Rules, 2020 to strengthen consumer protection, transparency and fair business practices.

· The amendments will come into force from 1 January 2027.

· Every e-commerce entity will be required to become a partner in the National Consumer Helpline (NCH) convergence process for stronger grievance redressal.

· Consumer complaints: Grievance officers must provide complainants with a copy of the complaint as recorded.

· Search results: Platforms cannot manipulate search results in a way that misleads consumers or reduces relevance.

· Sponsored listings: Paid/sponsored listings must carry clear and prominent disclosures.

· Price reductions: Both the reduced price and the prior price must be displayed; prior price means the lowest price offered during the preceding 30 days.

· Dark patterns: Entities must comply with the 2023 Dark Patterns Guidelines, conduct a yearly self-audit and prominently display a compliance certificate.

· Seller/product disclosures: Marketplace platforms must provide key information such as best-before dates, return/refund policy, warranty, delivery and payment details.

· Consumer data: Consumer information cannot be used for specified purposes without express and affirmative consent.

· Bundled fees: Platforms cannot charge bundled fees for services unrelated to the e-commerce platform, subject to the specified loyalty/membership programme exception.

· Imported goods: Platforms must disclose the importer details and country of origin for imported products.

· The amendments aim to create a more transparent, accountable and consumer-centric e-commerce ecosystem while supporting Ease of Doing Business.

· The Department of Consumer Affairs highlighted that in 2025, NCH received 17,71,622 grievances, with approximately 29% (5,11,196) relating to e-commerce.

<DCA Notification G.S.R.789 (E) dated 09.09.2026>

[ABS News Service/11.09.2026]

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, with the objective of strengthening consumer protection while facilitating a transparent and balanced regulatory framework for the e-commerce sector.

The amended Rules seek to address emerging consumer concerns in the digital marketplace while taking into account the need for Ease of Doing Business and a balanced approach that protects consumer interests without imposing unnecessary regulatory burdens on e-commerce entities.

A key provision of the amended Rules requires every e-commerce entity to become a partner in the convergence process of the National Consumer Helpline (NCH), strengthening the integration of e-commerce platforms with the national consumer grievance redressal mechanism.

During 2025, the NCH received 17,71,622 grievances, of which 5,11,196, or around 29 per cent, related to the e-commerce sector.

Key Amendments

The amended Rules provide for:

· Consumer complaints: Every e-commerce entity shall provide the complainant with a copy of the complaint as recorded by its grievance officer.

· 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.

· Sponsored listings: Sponsored listings shall be identified through clear and prominent disclosures.

· Price reductions: Where a price reduction is announced, the reduced price and prior price shall both be displayed. The “prior price” means the lowest price at which the goods or services were offered during the 30 days preceding the announcement.

· Dark patterns: E-commerce entities shall comply with the Guidelines for Prevention and Regulation of Dark Patterns, 2023, undertake a yearly self-audit and prominently display a certificate of compliance.

· Seller and product information: Marketplace e-commerce entities shall provide key information, including best before/use before dates, return/refund, warranty, delivery and payment details, to enable informed consumer decisions.

· Consumer information: Marketplace e-commerce entities shall not use consumer information for specified purposes without express and affirmative consent.

· Bundled fees: Marketplace e-commerce entities shall not collect bundled fees for services unrelated to the e-commerce platform, subject to the specified exception for loyalty or membership programmes.

· Imported goods: Importer details and country of origin shall be disclosed for imported goods.

Strengthening the e-commerce framework

The Consumer Protection (E-Commerce) Rules, 2020, notified under the Consumer Protection Act, 2019, provide the framework for safeguarding consumers against unfair trade practices in the e-commerce sector. The amended Rules further strengthen this framework in view of evolving business models, digital practices and consumer expectations.

The amendments seek to establish a more transparent, accountable and consumer-centric e-commerce ecosystem, while providing clarity to e-commerce entities on their responsibilities and enabling a level-playing field for businesses operating in the digital marketplace.

The Department of Consumer Affairs remains committed to ensuring 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 maintaining an appropriate balance between the interests of consumers and e-commerce entities.

The Consumer Protection (E-Commerce) (Amendment) Rules, 2026 shall come into force from January 1, 2027.