The War on Fake Discounts
Have you ever felt pressured by a 'limited-time offer' with a huge discount, only to suspect the original price was inflated? Your instincts were likely correct. The new directives, specifically the Consumer Protection (E-Commerce) (Amendment) Rules,
2026, which come into force on January 1, 2027, take direct aim at this practice. When an e-commerce platform advertises a price reduction, it must now also display the 'prior price'. This is defined as the lowest price the item was sold for in the preceding 30 days. This crucial change means you can finally see if a sale is offering a genuine bargain or just creating a false sense of urgency.
Banning Deceptive 'Dark Patterns'
The government is cracking down on 'dark patterns' — manipulative design tactics used by websites and apps to trick you into doing things you didn't intend to, like signing up for a subscription or adding items to your cart. Practices such as 'basket sneaking' (adding extra items at checkout), 'confirm shaming' (using guilt to sway your choice), and creating false urgency (like 'only 2 items left!') are now explicitly prohibited. E-commerce companies are now required to conduct an annual self-audit to prove their platforms are free from these deceptive designs and must prominently display a compliance certificate.
Greater Transparency in Search and Ads
Your search for 'blue running shoes' should show you the most relevant blue running shoes, not just the ones a platform wants to promote. The amended rules prohibit platforms from manipulating search results to mislead users or favour their own sellers. Furthermore, any sponsored listings or paid advertisements must be clearly and prominently identified as such. This allows consumers to easily distinguish between organic search results and paid placements, leading to a more honest and transparent shopping experience.
Know Your Seller and Your Product
It is now mandatory for marketplace platforms to provide much more detailed information to help you make an informed choice. This includes clear details on returns, refunds, exchanges, and warranties, as well as 'best-before' dates for applicable products. For imported goods, the platform must display the name of the importer and the country of origin. This increased transparency is part of the original Consumer Protection (E-Commerce) Rules, 2020, and has been reinforced to ensure you know exactly who you are buying from and what to expect from your purchase.
A Clearer Path for Grievances
If something goes wrong, getting help is now more streamlined. The rules mandate that every e-commerce entity appoint a grievance officer and acknowledge your complaint within 48 hours, with a resolution required within one month. Under the new amendments, platforms must also provide you with a copy of the complaint as they have recorded it. Most importantly, all e_commerce entities are now required to integrate with the National Consumer Helpline (NCH), creating a more unified and powerful system for grievance redressal. If you face an issue, you can call the NCH at 1915 or file a complaint on the E_Daakhil portal.
