Centre amends e-commerce rules to strengthen consumer protection from 2027

The Centre has amended the E-Commerce Rules to strengthen consumer protection, regulate search results and sponsored listings, address dark patterns and improve seller disclosures. The new rules will take effect from January 1, 2027, with greater accountability for e-commerce platforms.

New Delhi: The Centre’s Department of Consumer Affairs announced on Thursday that it has amended the E-Commerce Rules to strengthen consumer protection while facilitating a transparent and balanced regulatory framework for the e-commerce sector.

The new rules, which strengthen provisions on consumer grievances, search results, sponsored listings, price reductions, dark patterns and seller disclosures, will come into force from January 1, 2027.

---

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, an official statement said.

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.

The amended rules stipulate the following:

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

— 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 shall be identified through clear and prominent disclosures.

— 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.

— 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.

— 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.

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

— Marketplace e-commerce entities have been barred from collecting bundled fees for services unrelated to the e-commerce platform, subject to the specified exception for loyalty or membership programmes.

— Importer details and country of origin have to be disclosed for imported goods.

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 2026 further strengthen this framework in view of evolving business models, digital practices and consumer expectations, the statement said.

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 statement added.