An End to Digital Deception
One of the biggest changes is a direct assault on 'dark patterns'. These are misleading design tricks on websites and apps that nudge you into doing things you didn't intend to, like signing up for a subscription or making an unwanted purchase. Common
examples include forced action, subscription traps, and disguised ads. Under the Consumer Protection (E-Commerce) (Amendment) Rules, 2026, which come into effect on January 1, 2027, compliance with the 2023 'Dark Patterns' guidelines is now mandatory. Platforms must also conduct an annual self-audit and display a certificate confirming they are free of these manipulative practices.
Goodbye to Hidden Charges and Fake Discounts
The new norms bring much-needed clarity to pricing. E-commerce sites are now banned from adding bundled fees for unrelated services at checkout, with an exception for loyalty programs. When a platform advertises a discount, it must now show not only the new, lower price but also the 'prior price', which is defined as the lowest price the item was sold for in the last 30 days. This prevents sellers from inflating prices just to make a discount look bigger than it is, giving consumers a genuine sense of the deal.
Know Exactly Who You're Buying From
To increase accountability, platforms must now provide far more information about sellers. This includes displaying the seller’s full legal name, address, and contact details prominently. For imported goods, the name of the importer and the country of origin must be clearly listed. Furthermore, the seller’s name on invoices must appear in the same font size as the e-commerce platform's own name, a subtle but significant change to underscore the seller's responsibility. All crucial information, from 'best-before' dates to warranty and return policies, must also be clearly available before purchase.
Platforms Held Responsible With 'Fallback Liability'
Perhaps the most significant shift is the introduction of 'fallback liability' for marketplace platforms. This means if a seller on a platform like Amazon or Flipkart fails to deliver goods or services as promised and causes a loss to the consumer, the platform itself can be held responsible. This prevents large marketplaces from simply claiming they are neutral intermediaries with no responsibility for the sellers on their site. It places the onus on them to ensure the sellers they host are reliable, significantly strengthening consumer protection.
Fairer Search Results and Clearer Ads
The rules also tackle the manipulation of search results. E-commerce platforms are now prohibited from altering search rankings to mislead users or distort the relevance of products. Additionally, any sponsored listings or paid advertisements must be clearly and prominently identified, allowing shoppers to easily distinguish between organic results and paid placements. This ensures that the products you see at the top of your search are there because they are relevant, not just because someone paid to put them there.
