India has tightened its e‑commerce rules via the Consumer Protection (E‑Commerce) (Amendment) Rules, 2026, effective 1 January 2027. Platforms must join the National Consumer Helpline convergence, provide complainants with recorded complaint copies, and clearly label sponsored listings. Mandatory compliance with the 2023 dark‑patterns guidelines, annual self‑audits and display of a compliance certificate are required. The rules also tighten pricing disclosures, require importer and country‑of‑origin information, and restrict certain bundled fees and data uses without explicit consent.
India Tightens E‑Commerce Rules: Dark Patterns Banned, Pricing And Grievance Handling Strengthened
The revised rules also make it mandatory to disclose importer details and the country of origin for imported goods. Credit: Kitreel / Shutterstock.com.
India has revised its e‑commerce regulatory framework, strengthening consumer protections across complaint handling, search integrity, pricing displays, seller disclosures and restrictions on manipulative design practices. The Consumer Protection (E‑Commerce) (Amendment) Rules, 2026, amend the Consumer Protection (E‑Commerce) Rules, 2020, and will come into force on 1 January 2027.
Key Changes
National Consumer Helpline (NCH) Convergence: All e‑commerce entities must join the NCH convergence process, integrating platform grievance mechanisms with the national redressal system. The Department of Consumer Affairs reported that the NCH recorded 1.77 million grievances in 2025, of which 511,196 (≈29%) related to e‑commerce.
Complaint Transparency: Platforms are required to provide complainants with a copy of the complaint as recorded by the platform's grievance officer.
Search Integrity and Sponsored Listings: Platforms may not manipulate search results in ways that mislead consumers or reduce relevance to user queries. Sponsored or paid listings must be clearly and prominently identified so shoppers can distinguish paid placements from organic results.
Pricing And Discount Claims: When advertising price reductions, platforms must display both the discounted price and the prior price used for comparison. The rules define "prior price" as the lowest price charged for the goods or services in the 30 days preceding the announcement of the reduction.
Dark Patterns And Compliance: Compliance with the Guidelines for Prevention and Regulation of Dark Patterns, 2023, is now mandatory. Platforms must carry out an annual self‑audit and display a compliance certificate demonstrating adherence to the rules.
Marketplace Disclosures And Consumer Data: Marketplace entities must disclose best‑before or use‑before dates and provide clear terms on returns, refunds, warranties, delivery and payment. Use of consumer data for specified purposes is prohibited without explicit, affirmative consent from users.
Fees, Imports And Origin: Entities are barred from charging bundled fees for services not connected to the operation of the e‑commerce platform (loyalty and membership schemes are excluded). The rules also make it mandatory to disclose importer details and the country of origin for imported goods.
"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 said.
The 2020 rules were originally framed to protect consumers from unfair trade practices in online marketplaces. The 2026 amendments reflect changing business models and digital practices and aim to give consumers clearer protections while setting out defined responsibilities for e‑commerce operators.
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