India tightens e-commerce rules to boost price clarity and curb deceptive practices

Starting January 1, 2027, India’s Consumer Protection (E-Commerce) (Amendment) Rules will enforce tighter controls on online marketplaces. When a discount is offered, platforms must list the reduced price alongside the lowest price charged in the previous 30 days. Search algorithms cannot be manipulated to mislead shoppers, and any paid or sponsored results must be prominently identified.

The rules adopt the 2023 dark-pattern guidelines, obliging firms to conduct yearly self-audits and display a compliance badge. Consumers will receive copies of their lodged complaints, and all platforms must partner with the National Consumer Helpline, which receives a large volume of e-commerce related grievances. Further, marketplaces must provide clear information on product expiry dates, warranties, returns, delivery, payment terms, importer details and country of origin, and they may only use consumer data with explicit consent. Bundled fees unrelated to the core service are prohibited except for loyalty programs.