India Amends E-commerce Rules to Combat Dark Patterns, Fake Sponsored Listings
India's government has updated its e-commerce rules to curb deceptive practices like search result manipulation and hidden fees on online platforms.
The Indian government has amended the Consumer Protection (E-commerce) Rules, 2020, to strengthen oversight of deceptive practices on online marketplaces and quick commerce platforms. The changes target search result manipulation, "dark patterns"—deceptive user interface designs—and transparency in sponsored listings.
The new rules, titled Consumer Protection (E-Commerce) (Amendment) Rules, 2026, will take effect on January 1, 2027. E-commerce entities will be required to partner with the National Consumer Helpline (NCH). Nearly 2 million consumer complaints have been filed against e-commerce and quick commerce platforms via the NCH over the past five years, with 510,000 complaints lodged in 2025 alone.
Key amendments include mandatory clear disclosures for sponsored listings and displaying both the previous and reduced price when discounts are advertised. The use of "dark patterns" is prohibited, and platforms must provide detailed seller and product information. Consumer data usage will require explicit consent.
Furthermore, e-commerce entities are barred from collecting bundled fees for services unrelated to the platform. For imported goods, details of the importer and country of origin must be disclosed. These regulations aim to foster a more transparent and accountable e-commerce ecosystem.