Rule 6 explained: this guide covers what it means, who it applies to, the step-by-step process, documents required, fees, due dates and penalties in India — so you can stay compliant with confidence and avoid costly mistakes.
Rule 6 sets duties for the sellers who sell through a marketplace. Sub-rules (1) to (3) are short but they cover three things that matter every day: no unfair trade practice, no fake reviews, and no refusal to take goods back or refund when goods are defective, deficient, spurious, not as advertised or late.
This article takes the rules as amended up to the Consumer Protection (E-Commerce) (Amendment) Rules, 2026 (G.S.R. 789(E) of 9 September 2026, in force from 1 January 2027). The 2026 amendment does not change rule 6(1) to (3). Later amendments should be checked on the website of the Department of Consumer Affairs.
A seller on a marketplace must not adopt any unfair trade practice (rule 6(1)), must not falsely represent itself as a consumer to post reviews or misrepresent quality or features (rule 6(2)), and must not refuse to take back goods, withdraw services or refund the consideration where goods or services are defective, deficient, spurious, not as advertised or agreed, or delivered late (rule 6(3)). Late delivery is excused only if it was due to force majeure.
Rule 6(1): unfair trade practice
"No seller offering goods or services through a marketplace e-commerce entity shall adopt any unfair trade practice whether in the course of the offer on the e-commerce entity's platform or otherwise." The words "or otherwise" match rule 4(3) for the platform itself (see rule 4(1)-(3)). A seller who runs a misleading offer by messaging or in a physical shop is therefore within the bar if it is part of the same selling activity. Unfair trade practice is defined in section 2 of the Act.
Rule 6(2): no false consumer identity, no misrepresentation
Rule 6(2): "No such seller shall falsely represent itself as a consumer and post reviews about goods or services or misrepresent the quality or the features of any goods or services."
The rule bars two things.
- Posing as a consumer to post reviews. A seller who writes a five-star review of its own product under another name breaks the rule.
- Misrepresenting the quality or features of goods or services. This applies anywhere, not only in a review.
Inventory entities carry the same bar in rule 7(2), and direct selling entities in the Direct Selling Rules. See rules 7 and 8 for the inventory entity's side. A seller who is worried about its review practices can ask for a dispute support check of its listings.
Rule 6(3): taking back goods and refunding
Rule 6(3) says no seller "shall refuse to take back goods, or withdraw or discontinue services purchased or agreed to be purchased, or refuse to refund consideration, if paid", where:
- the goods or services are defective, deficient or spurious; or
- they are not of the characteristics or features as advertised or as agreed to; or
- they are delivered late from the stated delivery schedule.
The proviso: "in the case of late delivery, this sub-rule shall not be applied if such late delivery was due to force majeure."
The meaning of "defect" and "deficiency" is in section 2 of the Act, and spurious goods are the subject of section 91. Three points about the rule's structure:
- The three bars cover three different things: taking back goods, withdrawing or discontinuing services, and refunding consideration. A seller cannot swap one for the other if the rule says the consumer is entitled to any of them.
- The refund duty applies only "if paid". Where nothing has been paid there is nothing to refund.
- The force majeure excuse applies to late delivery alone. A defective or spurious product cannot be excused by force majeure.
A "refusal you cannot make" table
| Situation | Can the seller refuse to take back, withdraw or refund? | Rule |
|---|---|---|
| Goods are defective | No | 6(3) |
| Services are deficient | No | 6(3) |
| Goods are spurious | No | 6(3) |
| Goods or services are not as advertised or agreed | No | 6(3) |
| Delivery late from stated schedule, no force majeure | No | 6(3) |
| Delivery late because of force majeure | The sub-rule does not apply | Proviso to 6(3) |
An invented example: Meera orders a pair of headphones advertised as wireless on a marketplace, but the pair that arrives is wired. The seller says the item cannot be returned because the packaging was opened. Under rule 6(3) the seller cannot refuse to take back goods that are not of the features advertised, and cannot refuse the refund if Meera has paid. The rule does not say how long a buyer has, or how the return is to be shipped; the platform's and seller's published terms cover those, and the seller's information duties on exchange and returns are in rule 6(5).
What a buyer can do next
The rule creates a duty for the seller. If the seller refuses, the buyer can complain to the platform's grievance officer, who must act within the periods in rule 4(4)-(7), and can use the routes in our guide to a consumer complaint against an e-commerce company. A contravention of the rules is dealt with under the Act (rule 8).
Need help with an e-commerce refund or seller dispute?
If a seller has refused to take back defective goods or refund your payment, or you are a seller facing a complaint about reviews or returns, our e-commerce dispute support team can help you plan the response.
Key takeaways
- Marketplace sellers must not adopt any unfair trade practice, on the platform or otherwise.
- Posing as a consumer to post reviews, and misrepresenting quality or features, are barred.
- A seller cannot refuse to take back goods, withdraw services or refund when goods are defective, deficient, spurious, not as advertised or late.
- Force majeure excuses late delivery only.
Read next
- Rule 6(4) and (5): seller contract, grievance officer and product disclosures
- Rules 7 and 8: inventory e-commerce entities and contravention
- Consumer Complaint Against E-Commerce Company
- Section 91: punishment for spurious goods
Disclaimer: Based on the rules, regulations and guidelines named above as published in the Gazette of India or on the CCPA website, with the amending notifications the article names (consulted on 3 October 2026). Later amendments, the Consumer Protection Act, 2019 provisions referred to, State rules and CCPA advisories should be checked. This article is general information, not legal advice; check the official text before acting.