On 9 September 2026, the Ministry of Consumer Affairs, Food and Public Distribution notified the Consumer Protection (E-Commerce) (Amendment) Rules, 2026, introducing new transparency, disclosure and consumer-protection obligations for e-commerce entities and marketplace platforms.
The Rules will come into force on 1 January 2027, giving e-commerce entities and marketplace platforms time to align their systems and practices with the new compliance requirements.
Key Points:
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The Consumer Protection (E-Commerce) (Amendment) Rules, 2026 amend the Consumer Protection (E-Commerce) Rules, 2020.
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The definition of “ranking” has been revised to cover the relative prominence or relevance given to sellers, goods or services on an e-commerce platform, irrespective of the technological means used.
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The amended Rule 4 requires every e-commerce entity to prominently display the following:
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legal name
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principal geographic address
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website details and
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contact information of customer care and grievance officers.
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Grievance officers must acknowledge consumer complaints within 48 hours, provide a copy of the recorded complaint, and redress the complaint within one month of receipt.
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E-commerce entities offering imported goods or services must disclose the importer’s details and the full country of origin of imported products.
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All e-commerce entities are required to participate in the Central Government’s National Consumer Helpline convergence process.
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A new clause under Rule 4(11) expressly prohibits e-commerce entities from misleading users by manipulating search results or search indexes in response to a user’s search query.
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Sponsored listings of goods and services must be distinctly identified with clear and prominent disclosures.
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Where a platform or seller announces a price reduction, it must display the reduced price alongside the prior price, defined as the lowest price of the good or service during the preceding 30 days.
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E-commerce entities must display the seller’s name prominently in invoices in the same font size as the e-commerce entity’s name.
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E-commerce entities are required to comply with the Guidelines for Prevention and Regulation of Dark Patterns, 2023, conduct annual self-audits, and prominently display a certificate confirming compliance.
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Marketplace e-commerce entities must provide comprehensive seller information, including business details, address, customer care information, ratings or feedback, and other information necessary for informed purchasing decisions.
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Consumers may obtain additional seller information after purchase for effective dispute resolution upon making a written request to the marketplace platform.
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E-commerce platforms must disclose the principal factors used to determine the ranking of goods or sellers and explain the relative importance of those factors in plain and intelligible language.
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Marketplace e-commerce entities are prohibited from using consumer information to promote goods sold under a brand or name common with that of the marketplace entity, or to advertise sellers as being associated with the marketplace entity without obtaining the consumer’s express consent.
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Marketplace e-commerce entities cannot collect bundled fees for services unrelated to the e-commerce platform, except in relation to loyalty or membership programmes and associated benefits.
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The amended Rule 6(5)(d) requires sellers to disclose relevant details of goods and services, including the country of origin, best before/use before date (where applicable), return, refund and exchange policies, warranties, guarantees, delivery and shipment details, return shipping costs and payment methods, enabling consumers to make informed purchasing decisions.
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The newly inserted Rule 6(5)(j) requires sellers to disclose identification numbers issued by the Central Government, including GST Identification Numbers and MSME registration numbers.
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The substituted Rule 7(1)(a) mandates accurate disclosure of consumer-facing information, including return, refund and exchange policies, best before/use before dates, warranties, guarantees, delivery and shipment details, return shipping costs, payment modes and grievance redressal mechanisms.
Also Read: New Rule Requires E-commerce Platforms to Clearly Display Country of Origin for Imported Products
[Consumer Protection (E-Commerce) (Amendment) Rules, 2026, dated 9-9-2026]
