(Ministry of Consumer Affairs, Food and Public Distribution Notification)
Dated: 09.09.2026
- These Rules will come into force with effect from 01.01.2027.
- The principal regulations, introduced on July 23, 2020, under the Consumer Protection Act, 2019, set up the first dedicated framework for regulating e-commerce in India by providing specific responsibilities for marketplace entities, inventory e-commerce entities, and sellers on digital platforms, along with strong mechanisms for consumer complaint resolution.
- The 2026 amendments address new challenges arising from the increasingly complex digital marketplace, including issues like algorithmic manipulation, dark patterns and improved transparency by certain disclosures from the e-commerce entities.
- The definition of “ranking” under Rule 3(1)(j), now includes the relative prominence or relevance given to sellers or goods/services offered on a marketplace/e-commerce platform, irrespective of the technological means used.
Sub-rules in Rule 4 substituted:
Sub-Rule 4(2): Every e-commerce entity must clearly and prominently display their legal name, the addresses of its headquarters and all branches, website name &details, and the contact details of their customer care and grievance officer, including email, landline, and mobile numbers.
Sub-Rule 4(5): A grievance officer must acknowledge receipt of a complaint within 48 hours, provide the complainant with the recorded copy of the complaint, and resolve the issue within one month of receipt of complaint.
Sub-Rule 4(6): Disclose the importer’s name and details, or of the seller who might be the importer. Clearly state the country of origin for all imported goods, in line with the Legal Metrology (Packaged Commodities) Rules, 2011.
Sub-Rule 4(7): Entities shall become partners in the Central Government’s National Consumer Helpline’s convergence process.
Sub-rule 11(c) (new clause inserted): E-commerce entities are expressly prohibited from misleading consumers by manipulating search results or indexes based on the user’s search query.
New Sub-rules Added after Sub-rule (11):
(12) Sponsored Listings: Sponsored products/services must have clear, distinct disclosures
(13) Price Transparency: When a price reduction is shown, the prior price must be displayed along with the new reduced price. (“prior price” = 30days before)
(14) Seller Identity on Invoices: All invoices must show the seller’s name in the same font size as the e-commerce platform’s name.
(15) Dark Patterns Compliance: Platforms must comply with the 2023 Guidelines for Prevention and Regulation of Dark Patterns, conduct an annual self-audit to confirm compliance, and shall display a certificate of this audit.
Substitutions to Rule 5, Sub-Rule (3):
3(a): Marketplace entities must disclose detailed information about every seller on the platform, including their business name (registered or not), geographic addresses, customer care numbers, website and email details, ratings or aggregated feedback etc. Upon a consumer’s written request after purchase, the marketplace must provide details of the seller including headquarters and branches, website, and email to help in dispute resolution.
3(c): Refund, return, exchange, warranty, guarantee, best before/use before dates, delivery, shipment, payment modes, and grievance redressal information must be disclosed clearly. For food products, the requirements related to expiration dates remain subject to the Food Safety and Standards Act, 2006.
3(f): Platforms must provide descriptions (plain language) of the key factors that influence product or seller rankings in descending order of importance.
New sub-rules inserted after sub-rule (5):
(6) Data Use Restrictions: Marketplaces cannot use consumer data gathered from transactions to promote goods or sellers sharing their brand or name (whether related or not) without explicit consent from consumers.
(7) Fee Bundling Prohibition: Platforms shall not charge bundled fees for unrelated services, except for loyalty or membership programs and their associated benefits/offers.
Changes to Sellers’ Responsibilities on Marketplace Platforms (Rule 6)
Sub-rule (5)(d): Sellers must provide complete information about their goods or services, including country of origin, best before/use before dates, return, refund, exchange, warranty, guarantee, delivery, shipment, costs including return shipping, modes of payment, and other necessary details to help consumers make informed decisions. Food safety laws of 2006 Act still apply primarily to food product labeling.
New Clause (j): Sellers must display any government-issued identification numbers like GST numbers or MSME registration numbers, promoting seller traceability and legitimacy verification.
Rule 7(1)(a) substituted: Inventory e-commerce entities must provide accurate and detailed information on return, refund, exchange, best before/use before dates, warranty, guarantee, delivery/shipment, cost of return shipping, payment modes, and grievance redressal mechanisms, subject to existing food safety law provisions.
*Notification for reference –
