India tightens e-commerce regulations with new consumer safeguards

New rules target misleading search results and sponsored listings.

India's Department of Consumer Affairs has amended the Consumer Protection (E-Commerce) Rules, 2020 to strengthen consumer protection and improve transparency across the country’s e-commerce sector.

The Consumer Protection (E-Commerce) (Amendment) Rules, 2026 introduce new requirements covering search results, sponsored listings, price reductions, dark patterns, seller information, and consumer data.

A key change requires all e-commerce entities to participate in the convergence process of the National Consumer Helpline (NCH), integrating platforms more closely with the national consumer grievance redressal system.

The NCH received 1.77 million grievances in 2025, of which 511,196, or about 29%, were related to e-commerce.

Under the amended rules, e-commerce entities must provide consumers with a copy of complaints recorded by their grievance officers.

Platforms will also be prohibited from manipulating search results in ways that mislead users or reduce the relevance of results to their queries. Sponsored listings must be clearly an d prominently disclosed.

For price reductions, platforms must display both the reduced price and the prior price. The prior price is defined as the lowest price at which the product or service was offered in the 30 days before the price reduction was announced.

The amendments also require e-commerce entities to comply with the Guidelines for Prevention and Regulation of Dark Patterns, 2023, conduct an annual self-audit and prominently display a compliance certificate.

Marketplace platforms will be required to provide key product and seller information, including best-before or use-before dates, return and refund policies, warranties, delivery terms, and payment details.

The rules also restrict the use of consumer information for specified purposes without express and affirmative consent.

Marketplace platforms cannot collect bundled fees for services unrelated to the e-commerce platform, except for specified loyalty or membership programmes.

For imported goods, platforms must disclose importer details and the country of origin.

The Department said the amendments are intended to strengthen the existing e-commerce framework whilst supporting ease of doing business and avoiding unnecessary regulatory burdens.

The Consumer Protection (E-Commerce) (Amendment) Rules, 2026 will take effect on 1 January 2027.