E-commerce rules from January 2027: Show price history, label ads, ban dark patterns

The Government has amended the Consumer Protection (E-Commerce) Rules, 2020, notified under the Consumer Protection Act, 2019, to tighten norms governing how online marketplaces display prices, search results and sponsored content, while imposing greater obligations on platforms over consumer complaints, data use and deceptive design practices.

The Consumer Protection (E-Commerce)(Amendment) Rules, 2026 will come into force from January 1, 2027. Under the amended rules, e-commerce entities will have to disclose the reduced price and “prior price” whenever a price cut is announced.