Consumer Protection (E-Commerce) (Amendment) Rules, 2026: Strengthening Transparency and Accountability in E-Commerce
Introduction
The Department of Consumer Affairs, has amended Consumer Protection (E-Commerce) Rules, 2020 through Consumer Protection (E-Commerce)(Amendment) Rules 2026 to strengthen the consumer protection in the e-commerce sector. This amendment seeks to achieve a more transparent, accountable and consumer-centric e-commerce ecosystem, while also providing clear instructions on the responsibilities of online businesses. The amendments will come into force with effect from 1st January 2027.
The need for strengthening the regulations is also reflected in the volume of consumer grievances relating to e-commerce NCH receives. In the year 2025, NCH received 17,71,622 grievances, of which around 29% of them were related to e-commerce sector. Against this backdrop, the 2026 amendments would help create accountability and protect consumers against the threats of online businesses.
Current Indian Scenario of Consumer Protection in the E-Commerce Sector
India has witnessed rapid growth in the e-commerce sector, accompanied by the emergence of diverse online marketplaces and digital business models and an increasing reliance of consumers on online transactions.
The existing legal framework governing consumer protection in the e-commerce sector comprises, inter alia, the Consumer Protection Act, 2019, the Information Technology Act, 2000, and the Consumer Protection (E-Commerce) Rules, 2020. These legal frameworks regulate different aspects of online commercial transactions and prescribe obligations for businesses operating in the digital marketplace.
Key Amendments
- Entity Details & Contact Disclosures
E-commerce entities are required to prominently display clear and accessible corporate details on their platforms, including the legal name of the entity, the principal geographic address of its headquarters and all branch offices, Website details and direct contact channels (email addresses, landline, and mobile numbers) for both customer care and the Grievance Officer
- Consumer Complaints & Grievance Redressal
Every e-commerce entity must ensure that its designated Grievance Officer acknowledges the receipt of any consumer complaint within 48 hours, provides the complainant with a copy of the complaint as officially recorded, and redresses the complaint within one month from the date of receipt.
- Obligations Regarding Imported Goods and Services
Where an e-commerce platform offers imported goods or services for sale, it must disclose the name and details of the importer from whom the goods or services were purchased, or who operates as a seller on the platform. Further, it must provide product identification details and display the full name of the country of origin in accordance with the Legal Metrology (Packaged Commodities) Rules, 2011.
- Algorithmic Transparency, Search Results, and Sponsored Listings
To prevent deceptive digital practices, the amended rules mandate that E-commerce platforms are strictly prohibited from manipulating search results or indices to mislead users based on search queries. Sponsored listings of products and services must be distinctly identified with clear and prominent disclosures. Marketplace entities must publicly disclose the main parameters (in descending order of importance) that determine the ranking of goods or sellers on their platform in clear, accessible language.
- Transparency in Price Reduction and Invoice Formatting Standards
Whenever an e-commerce entity or seller announces a price reduction or discount, it must display the reduced price alongside the prior price. To ensure seller transparency on invoices, every e-commerce entity must display the seller’s name prominently on the tax invoice in the same font size as the name of the e-commerce entity.
- Prohibition of Dark Patterns & Mandatory Annual Self-Audit
E-commerce entities must strictly adhere to the Guidelines for Prevention and Regulation of Dark Patterns, 2023, maintaining platforms free from deceptive design choices. Entities must conduct an annual self-audit to verify the absence of dark patterns and prominently display a certificate of compliance on their platform.
- Restrictions on Consumer Data Usage
Marketplace entities are prohibited from using collected consumer data to promote or advertise any seller as being associated with the entity unless they have obtained express and affirmative consent from the concerned consumer.
- Prohibition on Unrelated Bundled Fees
Marketplace platforms cannot collect bundled fees for services unrelated to the core e-commerce platform.
- Product Expiry & Food Safety Disclosures
All e-commerce entities and sellers must clearly state ‘best before’ or ‘use before’ dates, return shipping costs, and refund terms prior to purchase. For food products, expiry disclosures remain governed by the provisions of the Food Safety and Standards Act, 2006 and its underlying regulations.
Practical Takeaways
The Consumer Protection (E-Commerce) (Amendment) Rules, 2026 mark a decisive shift towards eliminating dark patterns, algorithmic manipulation, and hidden seller identities in India’s digital economy. For e-commerce businesses, whether operating under marketplace or inventory models, some of the compliance requirements include-
- Updating UI/UX designs to disclose ‘prior prices’, sponsored tags, and seller details on invoices in matched font sizes.
- Establishing internal audit protocols for dark pattern compliance and publishing annual self-audit certifications.
- Re-aligning grievance resolution workflows to comply with strict 48-hour acknowledgment and 30-day resolution windows.
- Integrating platform systems with the National Consumer Helpline (NCH).
