Overview
- The Department of Consumer Affairs announced the Consumer Protection (E‑Commerce) (Amendment) Rules, 2026 on Thursday, September 10, 2026, and said the amendments will be binding from January 1, 2027.
- Platforms must show both a reduced price and the 'prior price'—defined as the lowest price charged in the 30 days before a discount—to stop misleading discount claims.
- The rules bar manipulation of search results that mislead users, require paid or sponsored listings to carry clear prominent labels, and require marketplaces to disclose key seller and product details including importer and country of origin for imports.
- All e‑commerce entities must join the National Consumer Helpline convergence process, give complainants a copy of their recorded grievance, limit use of consumer information without express affirmative consent, and stop charging bundled fees for unrelated services except specified loyalty programmes.
- The amendments formalise earlier guidance and enforcement on dark patterns by requiring annual self‑audits, a public compliance certificate, and broader disclosures; this tightens oversight ahead of the festive sales season and will force operational and UX changes across major platforms.