Government amends E-Commerce Rules to strengthen Consumer Protection

• Kashish Kumar
• 11 Sep 2026
• 158 Views

The Department of Consumer Affairs, operating under Government of India, has amended the Consumer Protection (E-Commerce) Rules, 2020 through Consumer Protection (E-Commerce) (Amendment) Rules, 2026. This amendment aims to enhance consumer protection. At the same time, it also intends to establish a transparent and balanced regulatory framework for e-commerce sector in particular. The revised rules aim to address emerging consumer concerns in digital marketplace while ensuring Ease of Doing Business for the entities. 

The rules basically strike a balance between protecting consumer interests and avoiding unnecessary regulatory burdens that e-commerce entities tend to face. In amended rules, there is a key provision that mandates that every e-commerce entity must participate in convergence process of National Consumer Helpline. 

This requirement strengthens integration of e-commerce platforms with national consumer grievance redressal mechanism. In 2025, NCH received a total of 1,771,622 grievances, of which 511,196, (i.e., approximately 29 percent) were related to e-commerce sector. 

Key Amendments under E-Commence Rules 2026

Here are the major amendments under the Consumer Protection (E-Commerce) (Amendment) Rules, 2026:-

1. Consumer Complaints:- Every e-commerce entity must provide a copy of the complaint as recorded by its grievance officer to the complainant.

2. Search Results:- As per amended rules, the e-commerce entities are prohibited from manipulating search results in a way that misleads users or negatively impacts relevance of results to user's search query.

3. Sponsored Listings:- Another key amendment is that sponsored listings must be clearly identified with prominent disclosures.

4. Price Reductions:- When a price reduction is announced, both reduced price and previous price must be displayed. The previous price refers to lowest price at which the goods/services were offered in 30 days prior to announcement.

5. Dark Patterns:- E-commerce entities must comply with Guidelines for Prevention and Regulation of Dark Patterns of 2023. They are required to conduct an annual self audit and prominently display certificate of compliance.

6. Seller and Product Information:- Marketplace e-commerce entities must provide essential information such as best before/use before dates, return/refund policies, warranty details, delivery and payment information. This requirement will help consumers make informed decisions.

7. Consumer Information:- Marketplace e-commerce entities are prohibited from using consumer information for specific purposes without obtaining clear and affirmative consent from the consumers.

8. Bundled Fees:- Marketplace e-commerce entities cannot charge bundled fees for services that are not related to e-commerce platform. However, there is an exception to this very rule in cases involving specified loyalty or membership programs.

9. Imported Goods:- As per the amended rules, the details about the importer and the country of origin must be disclosed for all imported goods. 

Building a Stronger E-Commerce Framework

The Consumer Protection (E-Commerce) Rules, 2020 were established under the Consumer Protection Act, 2019 to provide a framework that protects consumers against unfair trade practices happening in the e-commerce sector. The amended Rules enhance this framework in response to changing business models and digital practices as well as evolving consumer expectations. These amendments aim to create a more transparent, accountable and consumer driven e-commerce environment. They also clarify responsibilities of e-commerce entities and establish a level playing field for businesses that operate within digital marketplace.

The Department of Consumer Affairs is dedicated to ensuring growth and innovation of India's e-commerce sector go hand in hand with effective consumer protection, transparency, fair business practices and ease of doing business. This is done while maintaining a proper balance between interests of consumers and e-commerce entities. The Consumer Protection (E-Commerce) (Amendment) Rules, 2026 will come into effect on 1 January 2027. 

Source:- Ministry of Consumer Affairs, Food & Public Distribution