New Delhi: The Centre has amended the Consumer Protection (E-Commerce) Rules, 2020, introducing stricter requirements on e-commerce platforms covering consumer grievances, search results, sponsored listings, price reductions, dark patterns and seller disclosures.
The Consumer Protection (E-Commerce) (Amendment) Rules, 2026, notified by the Department of Consumer Affairs on September 10, will come into force from January 1, 2027.
E-Commerce Platforms to Join National Consumer Helpline
Under the amended framework, every e-commerce entity will be required to become a partner in the convergence process of the National Consumer Helpline (NCH).
Read Also: National Consumer Helpline Helps Secure ₹105 Crore in Refunds for Consumers
The move seeks to strengthen the integration of online marketplaces with the national consumer grievance redressal mechanism.
The Department said the NCH received 17,71,622 grievances during 2025, of which 5,11,196, or around 29 per cent, were related to the e-commerce sector.
New Rules Target Manipulative Digital Practices
The amended rules introduce specific requirements for e-commerce entities in several areas:
- Consumer complaints: Grievance officers must provide complainants with a copy of their recorded complaint.
- Search results: Platforms cannot manipulate search results in a manner that misleads users or reduces the relevance of results to their queries.
- Sponsored listings: Paid or sponsored listings must carry clear and prominent disclosures.
- Price reductions: When a discount or price reduction is announced, both the reduced price and the prior price must be displayed. The prior price will mean the lowest price at which the product or service was offered during the preceding 30 days.
- Dark patterns: Platforms must comply with the 2023 guidelines on preventing and regulating dark patterns, conduct an annual self-audit and prominently display a compliance certificate.
More Information Required From Sellers
The revised framework also requires marketplace e-commerce entities to provide consumers with key information needed to make informed purchasing decisions.
This includes:
- Best-before or use-before dates
- Return and refund conditions
- Warranty details
- Delivery information
- Payment-related details
- Importer details and country of origin for imported products
The rules also restrict marketplace platforms from using specified consumer information without express and affirmative consent.
Restrictions on Bundled Fees
The amended rules prohibit marketplace e-commerce entities from collecting bundled fees for services unrelated to the e-commerce platform.
An exception has been provided for specified loyalty or membership programmes, subject to the conditions prescribed under the rules.
Rules Seek Balance Between Consumer Protection and Ease of Doing Business
The Department of Consumer Affairs said the amendments are intended to address emerging consumer concerns arising from evolving digital business models while avoiding unnecessary regulatory burdens on e-commerce entities.
The revised framework aims to improve transparency, accountability and fair business practices while providing greater clarity to online platforms about their responsibilities.
The amended rules will take effect from January 1, 2027, giving e-commerce entities time to align their systems and practices with the new requirements.
