India has introduced the most significant overhaul of its e-commerce consumer rules since 2020, set to take effect in January 2027, focusing on transparency, seller disclosures, and dark-pattern regulation.
India has overhauled its e-commerce consumer rules, with new obligations on grievance handling, search rankings, sponsored listings, discount claims and dark-pattern controls set to take effect on 1 January 2027. According to the Department of Consumer Affairs, the changes are intended to make digital shopping more transparent while keeping compliance workable for platforms and sellers.
The Consumer Protection (E-Commerce) (Amendment) Rules, 2026 were notified in the Gazette of India on 9 September 2026, and legal commentary says they amount to the most significant reset of the framework since the original 2020 rules. The revised rules broaden the definition of ranking to cover how platforms assign prominence or relevance to sellers and products, regardless of the technology used, closing off scope for algorithmic manipulation, according to Mondaq and SCC Online.
The new regime also tightens basic disclosure duties. E-commerce firms must prominently publish their legal name, headquarters and branch addresses, website details, and customer-care and grievance-officer contacts. Grievance officers are expected to acknowledge complaints within 48 hours, provide a copy of the recorded complaint and resolve matters within a month, while platforms must join the National Consumer Helpline convergence process. SCC Online also reported that search results must not be manipulated to mislead users, sponsored listings must be clearly marked, and discount claims must show both the reduced price and the lowest price charged in the previous 30 days.
Seller and product disclosures are also being expanded. Marketplace platforms will have to provide more information to help shoppers compare offers, including return, refund and exchange terms, warranty and delivery details, shipment costs, payment methods and, for imported goods, the importer’s details and country of origin. Mondaq noted that sellers must also disclose identifiers such as GST numbers and MSME registration details, while platforms are barred from using consumer information for certain promotional purposes without express consent. The rules further require annual self-audits for dark patterns, a prominent compliance certificate and clearer restrictions on bundled fees unrelated to the marketplace, except for loyalty or membership schemes.
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