Archive · 11 Sep 2026
Centre Amends E-Commerce Rules to Curb Dark Patterns
The government has changed rules for online shopping companies.
The goal is to stop websites from tricking people about prices and product choices.
When a product is advertised as discounted, the website must show its earlier lowest price from the past 30 days.
Companies must also check themselves every year for so-called dark patterns, which are designs that can mislead shoppers.
They must display a certificate saying they followed the rules.
Online marketplaces must provide important details about products, returns, refunds and delivery.
Imported products must show the importer and country of origin.
Websites cannot unfairly change search results or hide which listings are sponsored.
The new rules will start on January 1 next year.
The central government amended the Consumer Protection (E-Commerce) Rules, 2020, to strengthen price transparency and curb misleading practices.
From January 1 next year, sellers must show both discounted prices and the lowest price charged during the previous 30 days.
E-commerce companies must follow 2023 dark-pattern guidelines, conduct annual self-audits and display compliance certificates.
Marketplace platforms must disclose product, importer, origin, return, refund, warranty, delivery and payment information.
The rules prohibit misleading search-result manipulation, require prominent labels for sponsored listings and restrict certain uses of consumer data and bundled fees.
- Who
- The central government, the Department of Consumer Affairs and e-commerce entities.
- What
- The government amended e-commerce consumer-protection rules covering price disclosures, dark patterns, search results, sponsored listings, product information and consumer data.
- When
- The amended rules were announced on Thursday and will come into force on January 1 next year.
- Where
- The rules apply to the e-commerce ecosystem in the country; the announcement was made in New Delhi.
- Why
- The changes aim to address consumer complaints, improve transparency and accountability, and prevent misleading online practices while maintaining ease of doing business.
- Rules amended
- Consumer Protection (E-Commerce) Rules, 2020
- Amendment
- Consumer Protection (E-Commerce) (Amendment) Rules, 2026
- Effective date
- January 1 next year
- Discount disclosure
- Platforms must show the reduced price and the lowest price charged in the preceding 30 days.
- Consumer complaints in 2025
- The National Consumer Helpline received 17,71,622 grievances.
- E-commerce complaints
- 5,11,196 grievances, or about 29%, were related to e-commerce.
- Annual compliance
- E-commerce entities must conduct yearly self-audits and display compliance certificates.