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Consumer Protection (E-Commerce) (Amendment) Rules, 2026
The Department of Consumer Affairs notifies the Consumer Protection (E-Commerce) (Amendment) Rules, 2026, amending the 2020 e-commerce rules framed under the Consumer Protection Act, 2019. The amended rules provide for tighter regulation of price transparency, search algorithm practices, dark patterns, and grievance redressal, and they are implemented from January 1, 2027.
Consumer Protection Rules 2026:
| Dimension | Key Details |
|---|---|
| Implementation date | The amended rules are implemented on January 1, 2027. |
| Price transparency requirement | Whenever a platform advertises a price cut, it must display the reduced price alongside the prior price. |
| Prior price | Prior price is statutorily defined as the lowest price at which the item or service is offered on the platform over the preceding 30 days. |
| Search result neutrality | The rules prohibit platforms from manipulating search algorithms or indices in ways that mislead buyers or distort result relevance. |
| Algorithmic disclosures | Marketplace entities must publicly publish a plain-language explanation of the main parameters used to determine search ranking and visibility. |
| Sponsored content labelling | The rules mandate clear, prominent, and distinct labels on all sponsored listings to differentiate paid exposure from organic results. |
| Dark pattern compliance and audit | Platforms must comply with the Guidelines for Prevention and Regulation of Dark Patterns (2023), conduct an annual self-audit, and publicly display a Certificate of Compliance on their websites or apps. |
| Integration with NCH | Every e-commerce platform must integrate into the NCH convergence process to streamline complaint handling. |
| NCH grievance data | NCH receives about 17.71 lakh grievances in 2025, with e-commerce accounting for nearly 29%, which is over 5.11 lakh complaints. |
| Grievance redressal record requirement | Platforms are required to issue consumers an official recorded copy of their lodged complaint via their internal Grievance Officer. |
| Consumer consent for data use | Marketplace entities are barred from using consumer data to promote marketplace-owned private labels or preferred sellers without express, affirmative consent. |
| Unbundled fees rule | The rules prohibit platforms from auto-adding or collecting bundled charges for services unrelated to the primary transaction, excluding authorized loyalty or membership programs. |
| Enhanced disclosures | Marketplaces must display essential product information, including expiry or use-before dates, return and refund policies, warranty terms, and for imported goods, the full country of origin and importer details. |