India has amended its e-commerce rules, introducing tighter requirements on consumer complaints, search practices, sponsored listings, discount pricing, dark patterns and seller disclosures.
The Department of Consumer Affairs has revised the Consumer Protection (E-Commerce) Rules, 2020, through the Consumer Protection (E-Commerce) (Amendment) Rules, 2026, set to take effect from 1 January 2027.
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Under the revised framework, all e-commerce entities must join the convergence process of the National Consumer Helpline (NCH), linking platforms more closely with the national grievance redressal system.
According to the department, the NCH recorded 1.77 million grievances in 2025.
Of these, 511,196, or around 29%, related to the e-commerce sector.
The amended rules also require e-commerce entities to provide complainants with a copy of the complaint recorded by their grievance officer.
They also prevent platforms from altering search results in a way that misleads consumers or reduces the relevance of results to consumer queries.
Sponsored listings must also be clearly and prominently identified.
For advertised price reductions, platforms must show both the discounted price and the previous price.
The rules define “prior price” as the lowest price charged for the goods or services in the 30 days before the announcement.
The amended rules make compliance with the Guidelines for Prevention and Regulation of Dark Patterns, 2023, mandatory.
They also require an annual self-audit and the display of a compliance certificate.
Marketplace entities must disclose best-before or use-before dates, along with return, refund, warranty, delivery and payment terms, and cannot use consumer data for specified purposes without explicit, affirmative consent.
In addition, the rules prohibit marketplace entities from charging bundled fees for services not connected to the e-commerce platform, with loyalty or membership schemes excluded from this prohibition.
The revised rules also make it mandatory to disclose importer details and the country of origin for imported goods.
The original 2020 rules were framed to protect consumers from unfair trade practices in e-commerce.
The department said the amendment reflects “evolving business models, digital practices and consumer expectations”.
It added: “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.”
