The government has amended the Consumer Protection (E-commerce) Rules, 2020 to check search results manipulation, dark patterns, sponsored listings and price transparency on online marketplaces and quick commerce platforms.
The Consumer Protection (E-commerce) (Amendment) Rules, 2026 will come into force on January 1, 2027, the Department of Consumer Affairs said in a statement.
Under the amended rules, e-commerce entities will be required to become convergence partners of the National Consumer Helpline.
The Convergence programme was launched in 2006. Under the initiative, the NCH partners with companies to ensure consumer complaints are addressed at the pre-litigation stage, before they reach consumer courts.
Nearly 20 lakh consumer complaints were filed against e-commerce and quick commerce platforms over the last five years through the NCH, the government informed Parliament in August. In 2025 alone, 5.1 lakh consumer complaints were lodged, up 16% from 4.4 lakh a year earlier.
The bulk of the complaints filed last year were against Flipkart (1.33 lakh), followed by Amazon (91,248) and Meesho (29,284).
What are the key amendments?
- Consumer complaints: E-commerce platforms must provide the complainant with a copy of the complaint as recorded by their grievance officer.
- Search results: E-commerce entities are prohibited from manipulating search results in a manner that misleads users or adversely affects the relevance of results to the user’s search query.
- Sponsored listings: Sponsored listings must be identified through clear and prominent disclosures.
- Price reductions: Where a price reduction is announced, the reduced price and prior price must both be displayed. The “prior price” means the lowest price at which the goods or services were offered during the 30 days preceding the announcement.
- Dark patterns: E-commerce entities are required to comply with the Guidelines for Prevention and Regulation of Dark Patterns, 2023, undertake a yearly self-audit and prominently display a certificate of compliance.
- Seller and product information: Marketplace e-commerce entities must provide key information, including best-before/use-before dates, return/refund, warranty, delivery and payment details, to enable informed consumer decisions.
- Consumer information: Marketplace e-commerce entities shall not use consumer information for specified purposes without express and affirmative consent.
- Bundled fees: Marketplace e-commerce entities shall not collect bundled fees for services unrelated to the e-commerce platform, subject to the specified exception for loyalty or membership programmes.
- Imported goods: Importer details and country of origin must be disclosed for imported goods.
The Consumer Protection (E-Commerce) Rules, 2020, notified under the Consumer Protection Act, 2019, provide the framework for safeguarding consumers against unfair trade practices in the e-commerce sector.
“The amendments seek to establish a more transparent, accountable and consumer-centric e-commerce ecosystem, while providing clarity to e-commerce entities on their responsibilities and enabling a level-playing field for businesses operating in the digital marketplace,” the Department of Consumer Affairs said.
CCPA guidelines exist, but e-commerce dark patterns run amok
In November 2023, the Central Consumer Protection Authority (CCPA) notified the Guidelines for Prevention and Regulation of Dark Patterns, 2023 (link). For the first time, “dark patterns” were defined in Indian law as deceptive UI/UX tricks that mislead users into taking unintended actions by subverting consumer autonomy and choice.
The guidelines apply across the board to platforms, advertisers and sellers, and list 13 common patterns such as false urgency, basket sneaking, subscription traps, drip pricing, forced action and bait and switch.
In June last year, the regulator moved from principles to a practical nudge. It issued an advisory to all e-commerce platforms, directing them to conduct self-audits for dark patterns within three months. Importantly, the advisory referred to Rule 4(9) of the E-Commerce Rules, which requires consent to be explicit and affirmative, with no pre-ticked boxes or hidden opt-ins.
Despite these obligations, dark patterns continue to run amok on online marketplaces and quick commerce platforms and, in fact, surge during the festive season.
Following Flipkart’s Big Billion Days and Amazon’s Great Indian Festival last year, the Department of Consumer Affairs stepped up its crackdown on both platforms over alleged “dark patterns,” including extra charges for cash on delivery (COD) and hidden handling fees.
At the time, Union Minister Pralhad Joshi said the Consumer Affairs Ministry had received multiple complaints regarding additional costs imposed on consumers at checkout, despite advertised discounts.
“Charging extra for COD is classified as a dark pattern that misleads and exploits consumers,” Joshi said then, adding that a detailed probe was underway and strict action would be taken against violators.
The scrutiny came after users flooded social media with complaints against Flipkart and Amazon, saying both platforms were levying “payment handling fees” and “protect promise fees” on top of the discounted selling price.
Besides Flipkart and Amazon, food and quick commerce platforms such as Zomato, Swiggy and Zepto have also come under scrutiny for arbitrary hidden charges. With festive season sales forming a significant portion of annual GMV for e-commerce firms, the amended Rules could have wide-ranging implications for platform margins and consumer trust.
- Amazon, Flipkart add seller penalties before festive season: What it means for sellers
- Dark Patterns Cloud India’s Festive Sales On E-Commerce Platforms: What It Means
