Centre amends Consumer Protection (E-Commerce) Rules to curb misleading search results, fake discounts and dark patterns
On 10 September 2026, the Department of Consumer Affairs notified the Consumer Protection (E-Commerce) (Amendment) Rules, 2026, which take effect from 1 January 2027.
Summary
The Department of Consumer Affairs on 10 September 2026 amended the Consumer Protection (E-Commerce) Rules, 2020 through the Consumer Protection (E-Commerce) (Amendment) Rules, 2026, which come into force on 1 January 2027. Every e-commerce entity must join the convergence process of the National Consumer Helpline (NCH) and give complainants a copy of the complaint as recorded. Platforms may not manipulate search results, must clearly label sponsored listings, and must show both the reduced price and the 'prior price', defined as the lowest price in the 30 days before a discount. They must follow the Guidelines for Prevention and Regulation of Dark Patterns, 2023, carry out a yearly self-audit and display a compliance certificate, and disclose importer details and country of origin for imported goods. In 2025 the NCH received 17,71,622 grievances, about 29% of them about e-commerce.
Key facts
- Rules
- Consumer Protection (E-Commerce) (Amendment) Rules, 2026 â amend 2020 Rules
- In force
- 1 Jan 2027
- Grievances
- Mandatory NCH convergence; copy of complaint to consumer
- Prior price
- Lowest price in preceding 30 days
- Dark patterns
- Comply with 2023 Guidelines; yearly self-audit + certificate
- Imports
- Importer details and country of origin
- NCH 2025
- 17,71,622 grievances; ~29% e-commerce
Practice MCQs 4 questions
From which date will the Consumer Protection (E-Commerce) (Amendment) Rules, 2026 come into force?
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Correct answer: D â 1 January 2027
The amended rules notified on 10 September 2026 take effect from 1 January 2027.
Under the amended e-commerce rules of 2026, how is the 'prior price' shown alongside a discounted price defined?
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Correct answer: C â The lowest price offered during the 30 days before the discount
The 'prior price' is the lowest price at which the goods or services were offered in the 30 days before the price reduction was announced.
About what share of the grievances received by the National Consumer Helpline in 2025 related to the e-commerce sector?
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Correct answer: B â About 29%
Of 17,71,622 grievances in 2025, 5,11,196 â around 29% â related to e-commerce.
Consider the following about the Consumer Protection (E-Commerce) (Amendment) Rules, 2026: 1. E-commerce entities must undertake a yearly self-audit for compliance with the Dark Patterns Guidelines, 2023. 2. Disclosure of country of origin has been made optional for imported goods. Which of the above is/are correct?
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Correct answer: A â 1 only
Only statement 1 is correct. Entities must self-audit yearly and display a compliance certificate; importer details and country of origin must be disclosed for imported goods.