The convenience of online shopping is undeniable, but so are the risks of deceptive practices. In response, India has updated its e-commerce rules, introducing new directives to protect consumers from fraud and create a fairer digital marketplace.
The Rising Tide of Digital Deception
Online
shopping has become a daily habit for millions in India, but this convenience has been exploited by fraudulent practices. In 2025 alone, the National Consumer Helpline received over 1.77 million grievances, with nearly 29% related to e-commerce. These complaints range from misleading discounts and fake product reviews to hidden charges that only appear at the final payment step. Such practices not only harm consumers financially but also erode trust in the digital economy. Recognizing this growing problem, the Department of Consumer Affairs has introduced significant updates to the Consumer Protection (E-Commerce) Rules, originally from 2020. The new amendments, set to take effect on January 1, 2027, are designed to bring greater transparency and accountability to all online shopping platforms.
Targeting 'Dark Patterns'
A major focus of the new rules is the prohibition of 'dark patterns'. These are cleverly designed user interfaces on apps and websites that trick you into doing things you didn't intend to, like making an unwanted purchase or signing up for a subscription that's hard to cancel. The Central Consumer Protection Authority (CCPA) has identified 13 specific types of dark patterns that are now banned. These include 'basket sneaking' (where extra items are added to your cart without your consent), 'confirm shaming' (using guilt to pressure you into a purchase), and 'drip pricing' (where the full price, including taxes and delivery fees, is only revealed at the very end of the checkout process). Under the new directives, e-commerce platforms must conduct an annual self-audit to ensure their sites are free of these manipulative designs and prominently display a compliance certificate.
A Crackdown on Fake Reviews
Online reviews heavily influence purchasing decisions, but their credibility has been a persistent issue. To combat fake and paid-for reviews, the Bureau of Indian Standards (BIS) has established a framework that all e-commerce platforms must eventually follow. These standards require platforms to verify the authenticity of a review author, for instance, through an email or phone number. It also lays down responsibilities for the platform, or 'review administrator', to moderate content and safeguard the personal information of reviewers. While initially voluntary, the government has indicated that these standards could become mandatory if the problem of fake reviews continues. This move aims to ensure that the reviews you read are from genuine customers, providing a more reliable basis for your shopping choices.
Ensuring Discounts Are Real
Another common frustration for online shoppers is the 'never-ending sale' with questionable discounts. The amended rules address this by changing how price reductions are displayed. When a platform advertises a discount, it must now show not just the new, lower price, but also the 'prior price'. The 'prior price' is defined as the lowest price the product was sold for in the 30 days before the discount was announced. This prevents sellers from artificially inflating a product's price right before a sale to make a discount seem much larger than it actually is. This measure will give consumers a true sense of the value they are getting during promotional events.
What It Means for You and Your Apps
These changes will bring noticeable differences to your shopping experience. Sponsored products in your search results must be clearly and prominently identified as such, so you can distinguish them from organic results. Platforms are also barred from manipulating search results to push certain products over others that might be more relevant to your query. Furthermore, grievance redressal is set to improve. All e-commerce platforms must integrate with the National Consumer Helpline, and when you file a complaint, you must be given a copy of what the platform has recorded. Platforms are also restricted from using your personal data for specific purposes without your explicit consent, giving you more control over your information.
