India Amends E-Commerce Rules to Regulate Discounts, Dark Patterns and Data Use

Key facts

• The government has amended the Consumer Protection (E-Commerce) Rules, 2020 through the Consumer Protection (E-Commerce) (Amendment) Rules, 2026, notified under the Consumer Protection Act, 2019, which will come into force from January 1, 2027.
• When announcing a price reduction, e-commerce platforms must display both the reduced price and the 'prior price', defined as the lowest price at which the goods or services were offered in the 30 days before the discount was announced.
• E-commerce entities cannot manipulate search results in a misleading way, and paid or sponsored listings must be identified through clear and prominent disclosures.
• Platforms must comply with the 2023 guidelines on prevention and regulation of dark patterns, conduct a self-audit every year, and prominently display a certificate of compliance.
• Every e-commerce entity must provide complainants a copy of the complaint as recorded by its grievance officer and become a partner in the convergence process of the National Consumer Helpline (NCH).
• The National Consumer Helpline received 17,71,622 grievances in 2025, of which 5,11,196, about 29 per cent, related to the e-commerce sector.
• Marketplace platforms must disclose key information such as best before/use before dates, return and refund terms, warranty, delivery and payment details, and imported goods must carry details of the importer and country of origin.
• Marketplace e-commerce entities cannot use consumer information for specified purposes without express and affirmative consent, and cannot collect bundled fees for services unrelated to the platform except under specified provisions for loyalty or membership programmes.