Centre Tightens E-Commerce Rules on Dark Patterns, Pricing and Sponsored Listings
Amended e-commerce rules will require disclosure of prior and reduced prices, clear labelling of sponsored listings, and annual dark-pattern self-audits from January 1, 2027.
The Centre has amended the Consumer Protection (E-Commerce) Rules, 2020, to strengthen safeguards around price transparency, sponsored listings, search results and dark patterns in online retail. The Consumer Protection (E-Commerce) (Amendment) Rules, 2026, will come into force on January 1, 2027, the Department of Consumer Affairs said.
The Ministry of Consumer Affairs, Food & Public Distribution said the changes are meant to address emerging consumer concerns in the digital marketplace while preserving ease of doing business, describing the approach as one that protects consumers without placing unnecessary regulatory burdens on e-commerce entities.
Under the amended rules, any announced price cut must be accompanied by disclosure of both the reduced price and the "prior price," defined as the lowest price at which the product was offered in the 30 days before the discount was announced.
Platforms will be barred from manipulating search results in ways that mislead users or reduce the relevance of results to a search query. Sponsored listings must carry clear and prominent disclosures identifying them as such.
E-commerce entities will also have to comply with the Guidelines for Prevention and Regulation of Dark Patterns, 2023, conduct a yearly self-audit and display a certificate of compliance. Dark patterns are deceptive design tactics — including drip pricing, basket sneaking, confirm shaming, subscription traps and misleading prompts — that nudge users toward choices they might not otherwise make. In June 2025, the Central Consumer Protection Authority had asked e-commerce platforms to self-audit and remove such practices.
The rules require every e-commerce entity to join the convergence process of the National Consumer Helpline. The helpline received 17,71,622 grievances in 2025, of which 5,11,196 — roughly 29 per cent — concerned the e-commerce sector. Entities must also give a complainant a copy of the complaint as recorded by their grievance officer.
Marketplace platforms will have to disclose key information such as best-before or use-before dates, along with details on returns, refunds, warranty, delivery and payment, to help consumers make informed decisions. For imported goods, the importer's details and the country of origin must be disclosed.
Marketplaces are further barred from using consumer information for specified purposes without express and affirmative consent, and from collecting bundled fees for services unrelated to the platform, except for loyalty or membership programmes.
The 2020 rules were notified under the Consumer Protection Act, 2019, to shield consumers from unfair trade practices in e-commerce. The department said the amendments aim to build a transparent, accountable and consumer-centric online marketplace.