Government amends e-commerce rules to check price manipulation, dark patterns, fake sponsored listings

The government has amended the Consumer Protection (E-Commerce) Rules, 2020, to tighten checks on dark patterns, fake sponsored listings and price manipulation on online platforms, according to a statement from the Department of Consumer Affairs.

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

The amendment aims to strengthen consumer protection while maintaining a "transparent and balanced regulatory framework" for the e-commerce sector, factoring in Ease of Doing Business and avoiding "unnecessary regulatory burdens" on e-commerce entities, the statement said.


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A key provision requires every e-commerce entity to become a partner in the convergence process of the National Consumer Helpline (NCH), strengthening integration between e-commerce platforms and the national grievance redressal mechanism. The department cited data showing that the NCH received 17,71,622 grievances in 2025, of which 5,11,196 — around 29 per cent — related to the e-commerce sector.

On consumer complaints, the amended rules require every e-commerce entity to provide the complainant with a copy of the complaint as recorded by its grievance officer. On search results, entities are barred from manipulating results in a manner that misleads users or adversely affects the relevance of results to a user's search query. Sponsored listings must now be identified through clear and prominent disclosures.

Where a price reduction is announced, both the reduced price and the prior price must be displayed, with "prior price" defined as the lowest price at which the goods or services were offered during the 30 days preceding the announcement. On dark patterns, e-commerce entities are required to 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 must also provide key seller and product information, including best-before/use-before dates, and details on returns, refunds, warranty, delivery and payment, to enable informed consumer decisions. They are barred from using consumer information for specified purposes without express and affirmative consent, and cannot collect bundled fees for services unrelated to the e-commerce platform, subject to a specified exception for loyalty or membership programmes. For imported goods, importer details and country of origin must be disclosed.

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The Consumer Protection (E-Commerce) Rules, 2020, notified under the Consumer Protection Act, 2019, provide the existing framework for safeguarding consumers against unfair trade practices in the e-commerce sector. The department said the amended rules further strengthen this framework in view of evolving business models, digital practices and consumer expectations, and are intended to establish a more transparent, accountable and consumer-centric e-commerce ecosystem while giving e-commerce entities clarity on their responsibilities and enabling a level-playing field for businesses in the digital marketplace.

The Department of Consumer Affairs said it 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.