Government amends E-Commerce Rules to strengthen consumer protection and promote transparency

The Department of Consumer Affairs has notified the Consumer Protection (E-Commerce) (Amendment) Rules, 2026, to strengthen consumer protection and transparency in the digital marketplace. Scheduled to take effect on January 1, 2027, the rules mandate that all e-commerce entities partner with the National Consumer Helpline (NCH) convergence process. Key amendments introduce stricter regulations on search results, sponsored listings, price reductions (defining prior price over the preceding 30 days), compliance with dark pattern guidelines via yearly self-audits, enhanced seller and product disclosures, consent requirements for consumer information use, and mandatory origin and importer details for imported goods.