E-Commerce Rules amended: sponsored listings to be disclosed, “prior price” defined for discounts, yearly dark-pattern self-audit — in force from 1 January 2027
The Department of Consumer Affairs has amended the Consumer Protection (E-Commerce) Rules, 2020 through the Consumer Protection (E-Commerce) (Amendment) Rules, 2026. Every e-commerce entity must join the National Consumer Helpline convergence process. New duties cover complaints, search results, sponsored listings, price reductions, dark patterns and seller disclosures. The Rules come into force on 1 January 2027.
Key facts
- In force
- 1 January 2027
- Who it affects
- E-commerce entities, marketplace platforms, online sellers, importers selling online, consumers
- What it is
- Rule change
- Section
- Legal & Disputes
- Published
- 10 September 2026
In 30 seconds
- The Consumer Protection (E-Commerce) (Amendment) Rules, 2026 come into force from 1 January 2027, according to the release of 10 September 2026.
- Every e-commerce entity is required to become a partner in the convergence process of the National Consumer Helpline (NCH).
- A complainant must be given a copy of the complaint as recorded by the grievance officer.
- Where a price reduction is announced, both the reduced price and the prior price must be shown; “prior price” is the lowest price offered in the preceding 30 days.
- Compliance with the Dark Patterns Guidelines, 2023, a yearly self-audit and a prominently displayed certificate of compliance.
- Importer details and country of origin must be disclosed for imported goods.
हिंदी में सार
उपभोक्ता मामले विभाग ने Consumer Protection (E-Commerce) (Amendment) Rules, 2026 से ई-कॉमर्स नियमों में संशोधन किया है, जो 1 जनवरी 2027 से लागू होंगे। हर ई-कॉमर्स इकाई को National Consumer Helpline की convergence प्रक्रिया से जुड़ना होगा; sponsored listing साफ़ बतानी होगी और छूट के साथ पिछले 30 दिन की सबसे कम कीमत (“prior price”) दिखानी होगी। डार्क पैटर्न पर सालाना self-audit और अनुपालन प्रमाणपत्र दिखाना भी ज़रूरी होगा।
What has been notified
The Department of Consumer Affairs has amended the Consumer Protection (E-Commerce) Rules, 2020 through the Consumer Protection (E-Commerce) (Amendment) Rules, 2026, according to a release of the Ministry of Consumer Affairs, Food & Public Distribution dated 10 September 2026. The amended Rules come into force from 1 January 2027.
The 2020 Rules were notified under the Consumer Protection Act, 2019. The Department says the amendment addresses emerging consumer concerns in the digital marketplace while keeping Ease of Doing Business in view.
National Consumer Helpline
A key provision requires every e-commerce entity to become a partner in the convergence process of the National Consumer Helpline (NCH). The release notes that during 2025 the NCH received 17,71,622 grievances, of which 5,11,196 — around 29 per cent — related to e-commerce.
The key amendments
| Subject | What the amended Rules provide, as per the release |
|---|---|
| Consumer complaints | Every e-commerce entity shall give the complainant a copy of the complaint as recorded by its grievance officer |
| Search results | No manipulation of search results in a manner that misleads users or adversely affects the relevance of results to the search query |
| Sponsored listings | To be identified through clear and prominent disclosures |
| Price reductions | Reduced price and prior price both to be displayed. “Prior price” means the lowest price at which the goods or services were offered during the 30 days preceding the announcement |
| Dark patterns | Compliance with the Guidelines for Prevention and Regulation of Dark Patterns, 2023; a yearly self-audit; a certificate of compliance displayed prominently |
| Seller and product information | Marketplace entities to provide key information, including best before / use before dates, return / refund, warranty, delivery and payment details |
| Consumer information | Marketplace entities not to use consumer information for specified purposes without express and affirmative consent |
| Bundled fees | Marketplace entities not to collect bundled fees for services unrelated to the platform, subject to the specified exception for loyalty or membership programmes |
| Imported goods | Importer details and country of origin to be disclosed |
What e-commerce businesses should do before 1 January 2027
- Join the NCH convergence process.
- Check that the grievance system can hand the complainant a copy of the recorded complaint.
- Label sponsored listings clearly, and review how search results are ranked.
- For every announced price cut, keep the record of the lowest price in the preceding 30 days so that the prior price shown is correct.
- Plan the yearly dark-pattern self-audit and the display of the compliance certificate.
- Marketplaces: review seller and product disclosures, consent for use of consumer information, and any bundled fees.
- For imported goods, add importer details and country of origin to listings.
The release summarises the amendments; the exact wording, and the “specified purposes” and exceptions it refers to, are in the notified Rules.
Questions and answers
From when do the amended E-Commerce Rules apply?
The release states that the Consumer Protection (E-Commerce) (Amendment) Rules, 2026 shall come into force from 1 January 2027.
What is the “prior price” that must be shown with a discount?
As per the release, where a price reduction is announced, both the reduced price and the prior price must be displayed, and the prior price means the lowest price at which the goods or services were offered during the 30 days preceding the announcement.
What do the Rules require on dark patterns?
E-commerce entities must comply with the Guidelines for Prevention and Regulation of Dark Patterns, 2023, undertake a yearly self-audit and prominently display a certificate of compliance.
Do sponsored products have to be marked?
Yes. The release says sponsored listings shall be identified through clear and prominent disclosures.
What changes for imported goods sold online?
Importer details and country of origin are to be disclosed for imported goods.
Published 10 September 2026. Updated 8 October 2026. This report is for general information and is not professional advice. Read the source document before acting on it.