New e-commerce rules mandate one-month complaint redressal from 2027

E-commerce platforms operating in India will have to acknowledge consumer complaints within 48 hours and resolve them within a month, according to the Consumer Protection (E-Commerce) (Amendment) Rules, 2026, notified by the Union Consumer Affairs Department.

The rules, published in the gazette on September 9, will come into force on January 1, 2027. They are aimed at addressing emerging consumer concerns in digital marketplaces and promise protection against dark patterns and bundled fees.

Under the amended framework, every e-commerce entity must disclose its legal name, the principal geographic address of its headquarters and all branches, and the name and details of its website. It must also provide contact details, including an e-mail address, landline and mobile numbers for customer care, along with information about its grievance officer.

For imported goods sold in India, platforms will have to disclose details of the importer and the country of origin.

The rules require sponsored listings of products and services to be distinctly identified with clear and prominent disclosures. Sellers announcing a price reduction must indicate the prior price of the goods or services along with the reduced price.

E-commerce entities must comply with the Guidelines for Prevention and Regulation of Dark Patterns, 2023, and conduct a yearly self-audit to ensure their platforms are free of such practices. A certificate confirming this must be displayed prominently.

Marketplace e-commerce entities will also be barred from collecting bundled fees for services unrelated to the platform, subject to a specified exception for loyalty or membership programmes.