Adgully Bureau
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The Department of Consumer Affairs has notified the Consumer Protection (E-Commerce) (Amendment) Rules, 2026, introducing stricter compliance mandates for digital marketplaces around search algorithms, sponsored listings, dark patterns, fake discount claims, and seller disclosures. Set to take effect on January 1, 2027, the updated framework overhauls the 2020 e-commerce regulations to address evolving digital trade practices while balancing operational flexibility to preserve the ease of doing business.
A central highlight of the amended rules is the mandatory integration of every e-commerce entity with the National Consumer Helpline (NCH) grievance convergence system, alongside a requirement that platforms issue official recorded complaint copies directly to users. The regulatory push comes amid escalating grievance volumes: out of 17.71 lakh consumer complaints registered on the NCH in 2025, over 5.11 lakh—representing roughly 29%—originated from the e-commerce sector.
To prevent deceptive marketing and algorithmic bias, the regulations prohibit platforms from manipulating product search rankings or suppressing search relevance to mislead buyers, while mandating clear, prominent disclosures on all sponsored listings. Furthermore, to combat fake price cuts, any advertised discount must display both the current offer and the “prior price”—statutorily defined as the lowest price at which the item was offered over the preceding 30 days.
Under the new mandates, platforms must comply with the 2023 Dark Pattern Guidelines, conduct annual self-audits to verify non-manipulative user interface design, and publicly display a compliance certificate. Marketplaces must also disclose critical product information—including expiry dates, country of origin, importer details, and return policies—while obtaining explicit user consent before utilizing personal data and barring the collection of bundled fees for unassociated services outside loyalty programs.
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Media11-Sep-2026The Department of Consumer Affairs
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