India tightens e-commerce rules with the introduction of new disclosure, pricing and dark-pattern requirements in the Consumer Protection (E-Commerce) (Amendment) Rules, 2026 that will take effect on 1 January 2027.
The Department of Consumer Affairs has amended the Consumer Protection (E-Commerce) Rules, 2020, which introduces new requirements on disclosures, pricing practices, search results, sponsored listings, consumer data and dark patterns. The revised rules require e-commerce entities to integrate with the national consumer helpline’s grievance redressal mechanism. The legislation prohibits the manipulation of search results, misleading users or affecting relevance, while requiring sponsored listings to carry clear disclosures.
For advertised price reductions, platforms must display both the reduced price and the prior price. The prior price will be defined as the lowest price offered during the preceding 30 days.
E-commerce entities are expected to comply with the 2023 dark-pattern guidelines, conduct annual self-audits and display certificates of compliance.
Marketplace entities must disclose key seller and product information, including return and refund policies, warranties, delivery and payment details. For imported goods, they must also disclose the country of origin and importer details.
The amended rules further require express consumer consent for specified uses of personal information and prohibit bundled fees for unrelated services, subject to specified exceptions.
