E-commerce rules amended: honest 'prior price', labelled sponsored listings, dark-pattern audits from 2027

The Department of Consumer Affairs has amended the Consumer Protection (E-Commerce) Rules, 2020, made under the Consumer Protection Act, 2019, through the Consumer Protection (E-Commerce) (Amendment) Rules, 2026. The new provisions take effect from 1 January 2027. Every e-commerce entity must join the convergence process of the National Consumer Helpline, which received over 17.7 lakh grievances in 2025, about 29 per cent of them about e-commerce. Platforms must give complainants a copy of the complaint as recorded by their grievance officer.

They may not manipulate search results in a misleading way, and sponsored listings must be clearly and prominently disclosed. When a price cut is announced, both the reduced price and the prior price must be shown, and the 'prior price' means the lowest price at which the item was offered in the preceding 30 days. Platforms must comply with the Guidelines for Prevention and Regulation of Dark Patterns, 2023, carry out a yearly self-audit and display a compliance certificate. Marketplaces must disclose key product and seller information, including best-before dates, returns, warranty and delivery terms.

They must not use consumer information for specified purposes without express and affirmative consent, and may not charge bundled fees for unrelated services, except for loyalty or membership programmes. Imported goods must show the importer and country of origin.