India amends e-commerce rules to increase price transparency

The Indian government has amended the Consumer Protection (E-Commerce) Rules, 2020, to increase transparency and prevent deceptive practices on digital marketplaces. The new regulations, set to take effect on January 1, 2027, mandate that e-commerce entities disclose both the reduced price and the “prior price” during sales. The prior price is defined as the lowest price offered for the product in the 30 days preceding the discount.

To combat manipulation, the rules prohibit the distortion of search results and require that all sponsored listings be clearly identified through prominent disclosures. E-commerce platforms must also comply with 2023 guidelines regarding “dark patterns”—design practices intended to manipulate consumer decision-making. Companies will be required to conduct annual self-audits and display a certificate of compliance.

Additional requirements include the disclosure of product expiration dates, return and refund policies, warranty details, and delivery information. For imported goods, platforms must provide the importer’s details and the country of origin. Furthermore, e-commerce entities must partner with the National Consumer Helpline (NCH) to streamline grievance redressal. In 2025, the NCH recorded over 1.7 million grievances, approximately 29 percent of which were related to the e-commerce sector.