The consumer amended rules, issued on 9 September 2026 and are scheduled to come into force on 1 January 2027, effecting online shopping platforms like Amazon, Myntra, Flipkart, AJIO, Meesho and other e-commerce websites.
Consumer Protection (E-Commerce) Amendment Rules 2026: What Changes for Online Shoppers?
India has introduced new changes to the Consumer Protection (E-Commerce) Rules, 2020, bringing greater transparency requirements for online marketplaces and e-commerce businesses. The amendments address areas such as advertised discounts, sponsored listings, search results, dark patterns, consumer complaints, seller information and the use of customer data.
The amended framework will apply from January 1, 2027.
Why Have the E-Commerce Rules Been Amended?
Online shopping has expanded rapidly, but consumers can sometimes find it difficult to determine whether a discount is genuine, why a particular product appears at the top of search results, or whether an online recommendation is actually paid advertising.
The 2026 amendments introduce additional disclosure and compliance requirements intended to make different stages of an online transaction more transparent.
According to government figures reported by The Indian Express and The Economic Times, the National Consumer Helpline received more than 17.7 lakh grievances during 2025, with around 5.11 lakh, or approximately 29%, relating to e-commerce.
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Discounted Products Must Show the Previous Price
One of the notable changes concerns advertised price reductions.
When an e-commerce platform announces a discount, it will have to display both the reduced price and the applicable “prior price.”
The prior price is defined as the lowest price at which the product or service was offered during the 30 days before the discount announcement.
This requirement gives consumers a reference point for understanding the actual price reduction instead of relying only on a percentage-discount claim.
For example, if an item is advertised as being available at 50% off, shoppers will have access to the prescribed previous-price information rather than seeing only an inflated reference price.
Search Results Cannot Be Manipulated to Mislead Consumers
The amended rules also address how products are displayed in search results.
E-commerce entities cannot manipulate search results in a manner that misleads consumers or reduces the relevance of results to what the shopper searched for.
This is relevant because the position of a product in search results can affect what consumers notice and eventually purchase.
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Sponsored Products Must Be Clearly Identified
Paid placements will also have to be distinguished from ordinary search results.
The amended rules require clear and prominent disclosure of sponsored listings, allowing consumers to understand when a product has been promoted through paid placement.
The change is intended to reduce situations where advertising may appear similar to an ordinary product recommendation.
New Compliance Requirements for Dark Patterns
The amendments specifically bring e-commerce entities under stronger compliance requirements relating to dark patterns.
Dark patterns refer to interface or design practices that can influence users into taking actions they may not otherwise have chosen.
The 2023 Dark Patterns Guidelines cover practices including:
- False urgency
- Basket sneaking
- Confirm shaming
- Forced action
- Subscription traps
- Interface interference
- Bait and switch
- Drip pricing
- Disguised advertisements
- Nagging
- Trick questions
- SaaS billing
- Rogue malware
Under the amended e-commerce framework, platforms will have to comply with the existing 2023 guidelines, conduct a self-audit every year, and prominently display a certificate confirming compliance.
Consumers Will Receive a Copy of Their Complaint
The amended rules also strengthen the complaint-record process.
When a consumer submits a complaint through an e-commerce entity’s grievance mechanism, the platform will be required to provide the complainant with a copy of the complaint as recorded by its grievance officer.
This gives consumers a formal record of the complaint registered with the platform.
E-Commerce Platforms Must Connect With the National Consumer Helpline
E-commerce entities will also be required to become partners in the convergence process of the National Consumer Helpline (NCH).
The measure is intended to connect online platforms more closely with the government’s existing consumer grievance mechanism.
This can provide an additional channel for consumers dealing with unresolved online-shopping complaints.
More Product and Seller Information
Marketplace platforms will have to provide consumers with important information about products and sellers.
The information includes matters such as:
- Best-before or use-before dates
- Return and refund conditions
- Warranty details
- Delivery information
- Payment-related information
- Other relevant seller and product details
The objective is to give shoppers more information before they complete a purchase.
Additional Information for Imported Products
For imported goods, e-commerce marketplaces will also have to disclose information about the importer and the country of origin.
This allows consumers to obtain clearer information about where an imported product comes from and who imported it into the country.
Restrictions on Unrelated Charges
The amended rules place restrictions on marketplace entities collecting bundled fees for services that are unrelated to the e-commerce platform.
There is an exception for specified loyalty or membership programmes.
This provision is intended to make additional charges more transparent during online transactions.
Greater Control Over the Use of Consumer Information
The amendments also address the use of information generated by consumers on marketplace platforms.
For specified purposes, e-commerce entities cannot use consumer information without obtaining the consumer’s express and affirmative consent.
This places a clearer consent requirement around certain uses of consumer information.
When Will the New E-Commerce Rules Apply?
The Consumer Protection (E-Commerce) Amendment Rules, 2026 were notified in September 2026, but the amended provisions will come into force on January 1, 2027.
This gives e-commerce businesses time to make the necessary changes to their pricing displays, search systems, advertising disclosures, grievance mechanisms and compliance processes.
What Do the 2026 Amendments Mean for Consumers?
The changes cover several points in the online-shopping journey.
Consumers will receive more information about advertised discounts, sponsored listings, sellers, imported products, return policies and other product-related details. Platforms will also face specific compliance requirements concerning search-result presentation, dark patterns, grievance handling and certain uses of consumer information.
For shoppers, one of the most visible changes is likely to be the way discounts and sponsored products are displayed once the amended rules become effective.
Key Changes at a Glance
| Area | Requirement under the amended rules |
|---|---|
| Discount pricing | Reduced price and prescribed prior price must be displayed |
| Search results | Platforms cannot manipulate results in a misleading manner |
| Sponsored listings | Paid placements must be clearly disclosed |
| Dark patterns | Annual self-audit and compliance certification required |
| Complaints | Consumer must receive a copy of the recorded complaint |
| National Consumer Helpline | E-commerce entities must participate in the convergence process |
| Product information | More information about products, sellers, returns, warranty and delivery |
| Imported goods | Importer and country-of-origin details must be disclosed |
| Additional charges | Restrictions on unrelated bundled fees |
| Consumer information | Express and affirmative consent required for specified uses |
The Department of Consumer Affairs has published the amended rules, while independent reporting confirms the January 2027 commencement date and the major compliance changes.
The Consumer Protection (E-Commerce) Amendment Rules, 2026 introduce additional obligations for online marketplaces, particularly around price transparency, search results, sponsored advertising, dark patterns, complaints, seller information and consumer data.
The changes are scheduled to take effect from January 1, 2027. Consumers can therefore expect greater disclosure at several stages of an online purchase, while e-commerce companies will need to update their systems and compliance procedures before the new requirements become applicable.