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Dated: 11.09.2026

Consumer Protection (E-Commerce) Amendment Rules, 2026; New Norms on Rankings, Dark Patterns, Discounts and Seller Transparency

The Central Government has notified the Consumer Protection (E-Commerce) (Amendment) Rules, 2026, introducing a significant compliance overhaul for e-commerce entities, marketplace platforms and online sellers operating in India. The amendments have been issued by the Department of Consumer Affairs under Section 101(2)(zg) of the Consumer Protection Act, 2019 to amend the Consumer Protection (E-Commerce) Rules, 2020.

The Gazette notification dated 9 September 2026 is G.S.R. 789(E) and, as stated in the notified text, the amended framework is to come into force from 1 January 2027.

New Definition of “Ranking”

• One of the key changes is the substitution of the definition of “ranking” under Rule 3.
• Ranking will now mean the relative prominence or relevance given either to sellers on an e-commerce platform or to goods and services offered through a marketplace entity, irrespective of the technological means used to present, organise or communicate such listings.
• This change brings greater regulatory focus on how algorithms, search systems and platform interfaces determine product and seller visibility.

Mandatory Disclosure of E-Commerce Entity Details

Every e-commerce entity will be required to prominently and accessibly display its:

• legal name;
• principal geographical address of headquarters and branches;
• website details; and
• customer-care and grievance-officer contact details, including email, landline and mobile numbers.

The grievance officer must acknowledge consumer complaints within 48 hours, provide the complainant a copy of the complaint as recorded, and resolve the complaint within one month.

Imported Goods: Importer and Country-of-Origin Disclosure

• Where imported goods or services are offered for sale, the e-commerce entity will be required to identify the importer from whom the goods or services were purchased, or the importer acting as a seller on the platform.
• For imported goods, platforms must also provide identification of the goods and disclose the full and complete name of the country of origin, in accordance with the Legal Metrology (Packaged Commodities) Rules, 2011.
• This provision is particularly important for online sellers and importers dealing in foreign-origin consumer goods.

Manipulation of Search Results Prohibited

• The amendments expressly prohibit e-commerce entities from misleading users by manipulating search results or search indexes having regard to the user’s search query.
• This provision is likely to have major implications for algorithmic ranking practices, sponsored placements and platform search architecture.

Sponsored Listings Must Be Clearly Identified

• E-commerce entities must ensure that sponsored listings of products and services are distinctly identifiable, supported by clear and prominent disclosures.
• The requirement reinforces transparency between organic search results and paid or sponsored promotions.

New Rule for Online Discounts: 30-Day Prior Price Benchmark

• The amendment introduces an important rule governing discount announcements.
• Where a platform or seller announces a price reduction, it must display both the reduced price and the prior price of the goods or services.
• For this purpose, “prior price” is defined as the lowest price of the goods or services during the 30 days preceding the announcement of the price reduction.
• The rule is aimed at preventing artificial price inflation immediately before a sale so that an exaggerated discount can subsequently be advertised.

Seller’s Name Must Be Prominent on Invoice

• Another important compliance change requires the e-commerce entity to display the seller’s name on the invoice in the same font size as the name of the e-commerce entity.
• The seller’s identity must therefore be clearly and prominently visible to the consumer.

Mandatory Annual Self-Audit for Dark Patterns

• The amendments expressly connect the E-Commerce Rules with the Guidelines for Prevention and Regulation of Dark Patterns, 2023.
• Every e-commerce entity must comply with those Guidelines and conduct a yearly self-audit to ensure that its platform remains free from dark patterns. A certificate confirming such compliance must also be prominently displayed.
• This converts dark-pattern compliance into a recurring internal governance obligation rather than merely a one-time platform-design exercise.

Greater Transparency in Seller Information

• Marketplace e-commerce entities will have to provide substantially greater information concerning sellers, including their business name, registration status, geographical address, customer-care number, website and email details where available, ratings or aggregated feedback and other information necessary for consumers to make informed pre-purchase decisions.
• Platforms must also explain the main parameters determining the ranking of goods or sellers, in descending order of importance, through an easily available description written in plain and intelligible language.

Restrictions on Use of Consumer Information

• The amended Rules impose restrictions on how marketplace platforms may use information collected by them.
• Such information cannot be used for the direct or indirect sale of goods by sellers carrying a brand or name common with that of the marketplace entity, nor can it be used to promote a seller as being associated with the platform unless express and affirmative consent has been obtained from the concerned consumers.

Ban on Unrelated Bundled Fees

• Marketplace e-commerce entities will also be prohibited from collecting bundled fees from users for unrelated services while providing services on the e-commerce platform.
• However, the restriction does not apply to loyalty or membership programmes or benefits, services, offers and incentives provided in connection with such programmes.

Additional Obligations on Sellers

• Sellers must provide all relevant information about their products and services, including country of origin, best-before or use-before dates where applicable, return and refund terms, exchanges, warranty and guarantee conditions, delivery and shipment details, return-shipping costs and payment methods.
• The amendment further requires disclosure of identification numbers issued by the Central Government, including the GST Identification Number and MSME registration number, where applicable.

Significance for E-Commerce Businesses

• The 2026 amendments substantially expand the compliance burden on online marketplaces and sellers. The new framework places particular emphasis on algorithmic transparency, pricing integrity, dark-pattern prevention, seller identification, imported-goods disclosures and consumer-information governance.
• E-commerce entities will therefore need to review their search and ranking algorithms, discount architecture, sponsored listings, invoice formats, seller onboarding processes, product-detail pages, consent mechanisms and grievance-redressal systems before the amended Rules become operational.

Conclusion

The Consumer Protection (E-Commerce) (Amendment) Rules, 2026 represent one of the more substantial changes to India’s online consumer-protection framework since the original E-Commerce Rules were introduced in 2020.

By requiring transparent ranking practices, disclosure of sponsored listings, a 30-day benchmark for advertised discounts, annual dark-pattern audits, clearer seller identification and stronger information-disclosure obligations, the amendments move Indian e-commerce regulation toward greater platform accountability and informed consumer choice.

In case you face any issues related to Indirect Tax-Customs, GST, Foreign Trade Policy (FTP), Arbitration matters and Central Licensing and related advisory matters in India then please feel free to get in touch with SJ EXIM Services.

We offer Legal advice and litigation support in matters related to Indirect Tax-Customs, FTP, other Indirect Tax matters & Arbitration law, all sorts of Central licensing and related matters. Come and explore the new way of doing business with us!

We specialize in paralegal services, litigation support, tax and regulatory matters, delivering reliable, efficient, and result-oriented legal assistance.

Source: Ministry of Consumer Affairs, Food and Distribution

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