Centre Notifies E-Commerce Rule Changes; Mandates Dark Pattern Audits, Price Transparency and Stronger Consumer Safeguards

The Ministry of Consumer Affairs, Food and Public Distribution notified the Consumer Protection (E-Commerce) (Amendment) Rules, 2026 on 9 September 2026. The rules will take effect on 1 January 2027, giving e-commerce entities and marketplace platforms time to comply with new requirements.

Key changes include revised definitions of "ranking" to cover relative prominence of sellers and goods on platforms. E-commerce entities must prominently display legal name, principal geographic address, website details, and customer care contact information. Grievance officers must acknowledge complaints within 48 hours and resolve them within one month.

New rules expressly prohibit misleading manipulation of search results and require distinct identification of sponsored listings. Price reductions must display both current and prior lowest price from the preceding 30 days. Imported goods must disclose importer details and country of origin. All entities must participate in the Central Government's National Consumer Helpline convergence.