GUWAHATI: The Department of Consumer Affairs has amended the Consumer Protection (E-Commerce) Rules, 2020, introducing new provisions aimed at strengthening consumer protection and improving transparency in the digital marketplace. The Consumer Protection (E-Commerce) (Amendment) Rules, 2026 will come into force from January 1, 2027.
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The amendments seek to address emerging consumer concerns while maintaining a regulatory framework that also takes into account Ease of Doing Business and the responsibilities of e-commerce entities. A key provision requires every e-commerce entity to become a partner in the convergence process of the National Consumer Helpline (NCH), linking online platforms more closely with the national consumer grievance redressal system.
Here are the nine key changes:
1. Got A Complaint? You’ll Get A Copy Too
E-commerce entities will have to provide complainants with a copy of the complaint as recorded by their grievance officer.
2. Search Results Can’t Be Twisted To Mislead You
Platforms will not be allowed to manipulate search results in a way that misleads users or affects the relevance of results to their search queries.
3. Sponsored Products Must Be Clearly Marked
Sponsored listings will have to be identified through clear and prominent disclosures, allowing consumers to distinguish paid placements from regular search results.
4. Discounted Products Must Show Their Previous Prices
When a price reduction is advertised, both the reduced price and the prior price must be displayed. The prior price will refer to the lowest price at which the product or service was offered during the 30 days preceding the announcement.
5. No More Hidden Tricks: Platforms Must Tackle ‘Dark Patterns’
E-commerce entities will have to comply with the Guidelines for Prevention and Regulation of Dark Patterns, 2023. They will also be required to conduct an annual self-audit and prominently display a certificate of compliance.
6. More Details About What You’re Buying
Marketplace platforms will have to provide key details such as best-before or use-before dates, return and refund policies, warranty information, delivery details and payment information to help consumers make informed decisions.
7. Your Data Can’t Be Used Without Your Clear Consent
Marketplace e-commerce entities will not be permitted to use consumer information for specified purposes without obtaining the consumer’s express and affirmative consent.
8. No Extra Fees For Services You Didn’t Ask For
Marketplace platforms will not be allowed to collect bundled fees for services unrelated to the e-commerce platform, subject to the specified exception for loyalty or membership programmes.
9. Imported Goods Will Now Have To Show Their Country Of Origin
For imported products, e-commerce platforms will have to disclose information about the importer as well as the country of origin.
The Department of Consumer Affairs said the amendments are intended to create a more transparent and accountable e-commerce ecosystem while providing greater clarity to businesses on their responsibilities.
The National Consumer Helpline received 17,71,622 grievances in 2025, with 5,11,196, or around 29 per cent, related to the e-commerce sector, according to the government.