Policy Update
Tanisha Hooda
Background
The Consumer Protection (E-Commerce) (Amendment) Rules, 2026 strengthen the existing Consumer Protection (E-Commerce) Rules, 2020 by introducing more specific requirements for transparency and accountability in online marketplaces. Key changes include clearer disclosures of sponsored listings and product rankings, improved pricing transparency, stricter grievance redressal timelines, enhanced seller and product information, and measures to address dark patterns and misleading practices. The amendments also introduce additional requirements concerning consumer consent, imported goods and participation in the National Consumer Helpline convergence process. These provisions aim to strengthen consumer protection and promote fairer online transactions. The amended rules will come into force on 1 January 2027.
The need for these amendments is highlighted by the growing number of consumer grievances related to e-commerce services. In 2025, the National Consumer Helpline (NCH) received 17,71,622 grievances, of which 5,11,196, or approximately 29 per cent, were related to the e-commerce sector (Ministry of Consumer Affairs, Food & Public Distribution, 2026). This reflects the importance of improving grievance redressal mechanisms and ensuring greater transparency in online business practices. The amendments also aim to maintain a balance between consumer interests, business responsibilities and Ease of Doing Business.
The amended Rules introduce several measures to make online transactions more transparent and accountable. Dark patterns refer to deceptive website or app designs that manipulate consumers into taking actions they may not otherwise choose, such as making unwanted purchases, accepting additional charges or subscribing to services unintentionally. The Guidelines for Prevention and Regulation of Dark Patterns, 2023 identify and prohibit such practices.
The amended Rules require e-commerce entities to share recorded complaints with consumers, avoid misleading search results, clearly identify sponsored listings and display the reduced price alongside the lowest price offered during the preceding 30 days. They also mandate compliance with the Dark Patterns Guidelines, annual self-audits and prominent display of compliance certificates. Additionally, the Rules strengthen seller and product information disclosures, requirements for consumer consent regarding specified uses of personal information, disclosure of importer details and country of origin, and restrictions on certain bundled fees for unrelated services.
The amendments are intended to benefit online shoppers by improving access to information, supporting fair pricing and strengthening grievance redressal. They also provide clearer responsibilities for e-commerce entities and marketplace operators, helping promote fair competition and responsible business practices. The Government announced the amendments on 10 September 2026, and they are scheduled to come into force on 1 January 2027. Through these measures, the policy seeks to support the continued growth of India’s e-commerce sector while ensuring that consumer trust, transparency and accountability remain important parts of the digital marketplace.
Functioning
1. Strengthening Consumer Grievance Redressal and Accountability: The amended Rules require e-commerce entities to acknowledge consumer complaints within 48 hours, provide a copy of the recorded complaint and resolve grievances within one month. They must also display their legal identity and grievance officer details and integrate with the National Consumer Helpline (NCH). These measures aim to make complaint resolution more accessible. However, timely resolution and coordination between platforms and the NCH may remain challenging.
2. Ensuring Transparency in Digital Listings and Pricing: The Rules prohibit misleading manipulation of search results and require sponsored listings to be clearly identified. Platforms must explain the main factors influencing product rankings and display the reduced price alongside the lowest price offered during the preceding 30 days. Marketplace entities must also disclose seller details, refund policies, delivery conditions and relevant product information. However, monitoring algorithmic practices and preventing misleading discounts across platforms may be difficult.
3. Regulating Unfair Digital Practices and Protecting Consumers: The amendments require annual self-audits against dark patterns, with compliance certificates displayed prominently. They also restrict specified uses of consumer information without express consent, prohibit certain bundled fees for unrelated services and require disclosures about imported goods, including country of origin. These measures aim to promote fair business practices and protect consumers from deceptive online practices. However, effective implementation will depend on credible audits, regulatory oversight and consistent compliance by e-commerce entities.
4. Improving Seller Transparency and Informed Consumer Choice: The amended Rules require marketplace entities to disclose relevant seller details, including business information, contact details and ratings, and to provide additional seller information upon a consumer’s written request after purchase. They also require seller names to be clearly displayed on invoices, helping consumers identify the responsible party in case of disputes. These provisions aim to reduce information gaps between buyers and sellers. However, ensuring that seller information remains accurate and updated across large platforms may be challenging.
5. Preventing Misuse of Consumer Data and Unfair Charges: The amendments restrict the use of consumer information for specified purposes, including promoting sellers associated with a marketplace entity, unless express and affirmative consent has been obtained. They also prohibit marketplace entities from collecting bundled fees for services unrelated to the platform, with an exception for loyalty and membership programmes and related benefits. These provisions aim to protect consumer choice and improve pricing transparency. However, ensuring meaningful consent and identifying charges that fall within the restrictions may require careful monitoring and clear compliance practices.
Performances
1.Consumer Grievances and Refund Facilitation: Between 25 April 2025 and 30 June 2026, the National Consumer Helpline (NCH) facilitated refunds exceeding ₹63 crore in the e-commerce sector, highlighting its role in helping consumers recover their money.
Table 1: Refunds Facilitated through the National Consumer Helpline
| Indicator | Reported figure |
| Total refunds across sectors | Over ₹91 crore |
| Refunds related to e-commerce | Over ₹63 crore |
| Refund-related grievances addressed | Over 1,47,000 |
Source: Lok Sabha Parliamentary Reply, 2026.
The figures highlight the importance of accessible grievance-redressal mechanisms. The 2026 Amendment Rules further strengthen this process by requiring platforms to acknowledge complaints within 48 hours and resolve them within one month.
2. Regulatory Enforcement and Penalties: The Central Consumer Protection Authority (CCPA) imposed penalties totalling approximately ₹1.12 crore on 47 e-commerce platforms for violations affecting consumer interests.
Graph 1: CCPA Enforcement against E-Commerce Platforms
Source: Lok Sabha Parliamentary Reply, 2026.
These figures show that regulatory action is being taken against e-commerce platforms for consumer protection violations. However, the number of penalties and the amount collected do not establish whether consumer harm has been reduced or platforms have achieved lasting compliance. The 2026 Amendment Rules aim to strengthen accountability through clearer transparency and grievance-redressal requirements.
3. Dark Pattern Prevention and Platform Compliance: Following the CCPA’s self-audit advisory issued on 5 June 2025, 31 e-commerce platforms voluntarily submitted self-declarations of compliance with the Dark Patterns Guidelines, 2023.
Table 2: Dark Pattern Prevention Measures
| Indicator | Reported figure |
| E-commerce platforms submitting self-declarations | 31 |
| Dark patterns identified in the 2023 Guidelines | 13 categories |
| Self-audit advisory issued | 5 June 2025 |
Source: Lok Sabha Parliamentary Reply, 2026.
These measures encourage platforms to identify and address deceptive online practices. However, voluntary self-declarations do not independently confirm full compliance across the e-commerce sector. The 2026 Amendment Rules further support transparency and accountability in online marketplaces.
4. Trends in E-Commerce Consumer Grievances (2021–2025): The National Consumer Helpline (NCH) data shows that e-commerce complaints increased from 2,24,592 in 2021 to 5,11,198 in 2025. This rise highlights the continuing need for stronger consumer protection, transparent online transactions and effective grievance redressal mechanisms.
Graph 2: Year-wise E-Commerce Complaints Received and Disposed of
Source: Lok Sabha Parliamentary Reply, 2026.
The number of complaints more than doubled between 2021 and 2025. Although the table reports equal numbers of complaints received and disposed of each year, this alone does not establish how quickly individual complaints were resolved. The 2026 Amendment Rules aim to strengthen this process through defined timelines for complaint acknowledgement and resolution.
5. Major Consumer Grievances in the E-Commerce Sector: The parliamentary reply identifies several recurring problems faced by online shoppers, including non-refunded payments, defective or incorrect products, non-delivery and poor service. These complaints highlight the importance of clear seller information, transparent product listings, fair refund practices and effective complaint handling.
Graph 3: Major E-Commerce Grievances Reported in 2023
Source: Lok Sabha Parliamentary Reply, 2026.
Deficiency in services and non-refund of payments were among the leading complaints in 2023. These issues show why consumers need reliable complaint mechanisms and accurate information before making purchases. The 2026 Amendment Rules address related concerns through stronger grievance redressal requirements, clearer product and seller disclosures, and greater transparency in online listings.
Impacts
1. Strengthening Consumer Grievance Redressal: In 2025, the National Consumer Helpline (NCH) received 17,71,622 grievances, including 5,11,196 related to e-commerce. Mandatory participation in NCH convergence and improved complaint documentation are expected to strengthen coordination and transparency in grievance redressal.
2. Improving Price Transparency and Fair Search Results: Clear identification of sponsored listings, restrictions on misleading search-result manipulation and disclosure of the lowest price charged during the previous 30 days are expected to help consumers compare products and make informed purchasing decisions.
3. Preventing Dark Patterns and Deceptive Practices: Mandatory compliance with the Dark Patterns Guidelines, 2023, annual self-audits and certificates of compliance may encourage platforms to identify and address deceptive interface designs. Their effectiveness will depend on monitoring and enforcement.
4. Enhancing Consumer Information and Data Protection: Improved disclosures regarding products, returns, refunds, warranties and delivery, alongside consent requirements for specified uses of consumer information, are expected to promote informed choices and strengthen consumer control over personal data.
5. Promoting Accountability and Fair Business Practices: Disclosure of importer and country-of-origin details, along with restrictions on bundled fees for unrelated services, may improve accountability and reduce unexpected charges while clarifying the responsibilities of e-commerce entities.
Emerging Issues
1. Unclear Implementation of Annual Dark-Pattern Audits: The article highlights that the amended Rules require annual self-audits for dark patterns but do not specify a detailed audit methodology, reporting format or auditor qualifications. This may lead to inconsistent compliance across platforms. The Department of Consumer Affairs and CCPA should provide standard audit guidelines, while e-commerce platforms should document audit findings and corrective measures. Consumer organisations can also help identify and report deceptive online practices.
2. Challenges in Price and Ranking Transparency: The requirement to display the lowest price charged during the previous 30 days and disclose principal ranking parameters may create technical challenges for platforms. Businesses need reliable price records and clear disclosures to prevent misleading discounts and sponsored listings. The CCPA should clarify disclosure requirements, while platforms should maintain verifiable pricing records and clearly distinguish paid promotions from organic search results.
3. Maintaining Accurate Seller and Product Information: The article identifies new requirements for seller identification, contact details, product information, return policies and country-of-origin disclosures. Maintaining accurate and updated information across large numbers of sellers may be difficult. Platforms should strengthen seller verification and regularly update product records, while sellers must provide accurate information. Regulators should monitor compliance and address misleading or incomplete disclosures.
4. Consumer Data Use and Consent: The restrictions on using consumer information for specified purposes without express and affirmative consent may require changes to existing data-sharing and promotional practices. A key challenge is ensuring that consumers understand what they are agreeing to. E-commerce platforms should review their data-use practices, maintain clear consent records and explain consent requests in simple language. The government should provide further guidance on implementing these requirements.
5. Compliance Costs and Grievance Redressal: The amendments require platforms to update pricing systems, audit procedures, seller records, checkout processes and complaint-handling mechanisms before 1 January 2027. These changes may create operational and administrative challenges, particularly for smaller businesses. The Department of Consumer Affairs should provide practical compliance guidance, while platforms should train staff, upgrade systems and prepare to acknowledge complaints within 48 hours and resolve them within one month.
Way Forward
The Consumer Protection (E-Commerce) Amendment Rules, 2026, represent an important step towards making India’s digital marketplace more transparent, accountable and consumer-friendly. By addressing misleading discounts, sponsored listings, dark patterns and unclear seller information, the Rules aim to promote fair business practices and strengthen consumer confidence in online transactions. Their effective implementation can help ensure that digital growth is accompanied by stronger consumer protection.
The government and the Central Consumer Protection Authority (CCPA) should focus on effective monitoring, clear compliance guidelines and timely action against violations. E-commerce platforms should update their pricing systems, improve seller verification, conduct meaningful dark-pattern audits and strengthen grievance-redressal mechanisms. Regular coordination between regulatory authorities and businesses will be important to address implementation challenges and ensure that the requirements are followed consistently.
Consumer awareness should also be a key priority. Consumers need to understand how to identify misleading discounts, distinguish sponsored listings from ordinary search results, review product and refund information, and raise complaints through the National Consumer Helpline (NCH). Awareness campaigns in regional languages and accessible digital formats can help extend the benefits of consumer protection to people with different levels of digital literacy.
Finally, the impact of the Rules should be assessed through measurable indicators, including complaint-resolution time, recurring grievances, compliance levels and action taken against deceptive practices. Since the amendments will come into force on 1 January 2027, their actual outcomes can only be evaluated after implementation. A combination of effective enforcement, responsible business practices and informed consumer participation can help build a trustworthy digital marketplace and contribute to India’s vision of an inclusive, digitally empowered economy.
References
Press Information Bureau (PIB), Government of India. (2026). Government amends E-Commerce Rules to strengthen consumer protection and promote transparency. Ministry of Consumer Affairs, Food & Public Distribution, 10 September 2026.
https://www.pib.gov.in/PressReleaseDetail.aspx?PRID=2308759®=48&lang=2
IndiaLaw LLP. (2026). Consumer Protection (E-Commerce) (Amendment) Rules, 2026: A Comprehensive Regulatory Overhaul of India’s Digital Marketplace. The Legal 500 – Intelligence, 16 September 2026.
https://www.legal500.com/intelligence/india/consumer-protection/consumer-protection-%28e-commerce%29-%28amendment%29-rules-2026-a-comprehensive-regulatory-overhaul-of-indias-digital-marketplace
Press Information Bureau (PIB), Government of India. (2026). CCPA Acts Against Dark Patterns on Digital Platforms. Ministry of Consumer Affairs, Food & Public Distribution, 3 June 2026.
https://www.pib.gov.in/PressReleasePage.aspx?PRID=2268302®=3&lang=1
Government of India, Ministry of Consumer Affairs, Food and Public Distribution. (2026). Defective Products by Quick Commerce Platforms: Lok Sabha Unstarred Question No. 4041. Lok Sabha Parliamentary Reply, 12 August 2026.
https://www.medianama.com/wp-content/uploads/2026/08/AU4041_1jbDze.pdf
Ministry of Consumer Affairs, Food & Public Distribution. (2026).
https://www.pib.gov.in/PressReleaseDetail.aspx?PRID=2308759®=48&lang=2
Press Information Bureau, Government of India, 10 September 2026.
Rao, A. (2026). India’s New E-Commerce Rules Raise Compliance Requirements for Online Platforms. India Briefing, 14 October 2026.
https://www.india-briefing.com/news/india-ecommerce-amendment-rules-2026-key-changes-47308.html/
About the Contributor:
Tanisha Hooda is a Research Intern at the Impact and Policy Research Institute (IMPRI) and a B.A. (Hons.) Economics graduate from Manav Rachna International Institute of Research and Studies (MRIIRS), Faridabad. Her research interests include competition policy, digital economy, public policy, and economic development, with a focus on analysing the socio-economic implications of emerging policy frameworks.
Acknowledgement-
The author extends sincere gratitude to karnavi and Pritha Chowdhury for their valuable guidance, support, and review of the Policy Update.
Disclaimer
All views expressed in the article belong solely to the author and not necessarily to the organization.
Reviewed by: Karnavi and Pritha Chowdhury.
Read more at IMPRI:
Financing India’s Net-Zero Transition: Economic Costs, Distributional Choices and Policy Priorities.
Analyzing K-FON, 2023: Digital Access as a Public Good in Kerala
