The new rules state that marketplace e-commerce entities shall not collect bundled fees for services unrelated to the e-commerce platform. Photo: www.magnific.com
The Union Consumer Affairs Department’s recently notified rules for protecting buyers’ interests in e-commerce platforms address emerging consumer concerns in the digital marketplaces and promises protection against dark patterns and bundled fees.
To be operational from January 1, 2027, the Consumer Protection (E-Commerce) (Amendment) Rules, 2026 stipulates that the platforms should disclose details of the importer and country of origin for imported goods to be sold in India.
The Rules, published in the gazette on September 9, adds that every e-commerce entity shall provide the legal name of the e-commerce entity, principal geographic address of its headquarters and all branches, as well as name and details of its website. It should also provide contact details such as e-mail address, landline and mobile numbers of customer care, as well as details of the grievance officer. The grievance officer must acknowledge the receipt of any consumer complaint within 48 hours and redress the complaint within one month. “Every e-commerce entity shall ensure that sponsored listing of products and services are distinctly identified with clear and prominent disclosures,” it added.
While announcing a price reduction, the seller shall indicate the prior price of such goods or services along with the reduced price. “Every e-commerce entity shall comply with the Guidelines for Prevention and Regulation of Dark Patterns, 2023 and also conduct yearly self-audit to ensure that its platform is free from dark patterns. A certificate to this effect shall be displayed prominently,” the Rules added.
Marketplace e-commerce entities shall not also collect bundled fees for services unrelated to the e-commerce platform, subject to the specified exception for loyalty or membership programmes.
Published – September 11, 2026 11:55 pm IST
