India’s e-commerce landscape is booming, but the rules are playing catch-up. New government regulations are here to make online shopping safer and more transparent. Here’s a clear breakdown of what these changes mean for you.
A Crackdown on 'Dark Patterns'
One of the most significant
changes is the formal ban on 'dark patterns'. These are deceptive design tricks used on apps and websites to make you do things you didn't intend to, like buying more than you wanted or signing up for a subscription by mistake. The government has identified 13 specific dark patterns that are now prohibited. These include 'basket sneaking' (adding items to your cart without your consent), 'false urgency' (creating a fake sense of a ticking clock), and 'confirm shaming' (using guilt to push you into a purchase). Platforms must now conduct annual self-audits to prove they are free of these manipulative tactics and display a compliance certificate.
More Transparency in Pricing and Discounts
Have you ever wondered if a '50% off' deal is genuine? New rules aim to end misleading discounts. When an app advertises a price reduction, it must now clearly display both the new discounted price and the 'prior price'. This prior price is specifically defined as the lowest price the item was sold for in the preceding 30 days. This prevents sellers from inflating a price just to make a discount look bigger than it is. Additionally, platforms are now banned from 'drip pricing', where hidden charges for things like handling or convenience fees are only revealed at the final payment stage.
Honest Search Results and Clearer Ads
The order of products you see when you search is no longer a commercial free-for-all. The new rules prohibit e-commerce platforms from manipulating search results in a way that misleads you or shows irrelevant products. This is aimed at stopping platforms from unfairly favouring their own brands or certain sellers. Furthermore, any 'sponsored' or paid listing must now be clearly and prominently identified, making it easier to distinguish between organic search results and advertisements.
Stronger Grievance Redressal
Getting help when something goes wrong is about to get easier. All e_commerce companies must now appoint a grievance officer and provide clear contact details. When you file a complaint, the platform must acknowledge it within 48 hours and resolve the issue within one month. Crucially, they must also provide you with a copy of the complaint as they have recorded it, giving you a clear paper trail. Every e_commerce entity is also now required to integrate with the National Consumer Helpline (NCH), which received over 5 lakh e_commerce complaints in 2025 alone.
Marketplace Liability and Seller Accountability
In a major shift, marketplace platforms like Amazon or Flipkart can no longer completely wash their hands of issues with third party sellers. A new concept called 'fallback liability' has been introduced. This means if a seller on the platform fails to deliver goods or services and causes you a loss, the marketplace itself can be held liable. The rules also demand greater transparency from sellers, who must display details like their address and contact information. For imported goods, the country of origin and importer details must be clearly listed.
