Archive · 13 Sep 2026
New E-Commerce Rules Bring Greater Transparency for Shoppers
The government has changed rules for online shopping websites.
The new rules will start on January 1, 2027.
Websites must show the lowest recent price when advertising a discount.
They cannot secretly arrange search results to mislead shoppers.
Paid product listings must be clearly marked as advertisements.
Websites must check themselves for tricks that pressure people into buying something.
Shoppers will receive copies of their complaints and get more information about products and sellers.
Platforms will also face restrictions on extra fees and certain uses of customer information.
Amended rules require platforms to show a product’s reduced price and its lowest price during the previous 30 days.
Platforms cannot manipulate search rankings to mislead users, and sponsored listings must be clearly identified.
E-commerce entities must conduct annual dark-pattern self-audits and prominently display compliance certificates.
Platforms must provide complaint copies, join the National Consumer Helpline convergence process, and disclose key seller and product information.
Unrelated bundled fees and certain uses of consumer data without express consent will be restricted; the rules take effect January 1, 2027.
- Who
- The Department of Consumer Affairs has amended the Consumer Protection (E-Commerce) Rules, 2020, affecting e-commerce entities and consumers.
- What
- The amended rules introduce requirements covering discount pricing, search results, sponsored listings, dark patterns, complaints, seller information, fees, imported goods, and consumer data.
- When
- The rules will come into force on January 1, 2027.
- Where
- They apply to e-commerce platforms and marketplace entities operating under the Consumer Protection (E-Commerce) Rules, 2020.
- Why
- The government says the changes are intended to strengthen consumer protection and create a more transparent and balanced e-commerce framework.
- Effective date
- January 1, 2027
- Prior price
- The lowest price at which a product or service was offered during the 30 days before a discount announcement
- Dark-pattern compliance
- E-commerce entities must conduct a self-audit every year and prominently display a compliance certificate
- National Consumer Helpline complaints
- The helpline received 17,71,622 grievances in 2025
- E-commerce share of complaints
- 5,11,196 grievances, or about 29%, related to e-commerce in 2025
- Imported products
- Platforms must disclose the importer’s name and details and the country of origin
- Consumer data
- Certain uses require the consumer’s express and affirmative consent