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Government of India Amends E-Commerce Rules to Strengthen Consumer Protection from
The has notified the , ushering in a suite of measures designed to make online shopping more transparent and accountable. The amended framework, which takes effect on , targets misleading search results, hidden charges, manipulative , and unclear discounting practices.
A Response to a Surge in Complaints
The move comes at a time when e-commerce has become an integral part of daily life in India, with the recording over 17.71 lakh grievances in . Of these, more than 5.11 lakh—roughly 29 percent—were related to e-commerce, underscoring the urgent need for stronger guardrails. Under the new rules, every e-commerce entity must integrate with the NCH's , creating a direct link between platforms and the national redressal mechanism.
Cracking Down on Manipulated Search and
One of the most significant changes prohibits platforms from manipulating search results in ways that mislead consumers or reduce the relevance of results to their original query. must now carry clear and prominent disclosures, allowing shoppers to distinguish paid placements from organic results. This addresses long-standing concerns about and undisclosed advertising.
Honest Discounts with the 30-Day Rule
When a price reduction is advertised, the platform must display both the reduced price and the ""—defined as the lowest price at which the product or service was offered during the 30 days immediately preceding the announcement. This prevents sellers from inflating reference prices to create the illusion of a deep discount, a practice that has confused and misled many online buyers.
Under the Spotlight
The amendments mandate full compliance with the . Platforms must conduct an annual and prominently display a . —interface designs that trick or nudge users into unwanted actions—have been a growing concern, and this provision holds companies directly responsible for their digital interfaces.
More Power to the Consumer Before, During, and After a Purchase
Marketplace platforms are now required to furnish detailed product information upfront, including best-before or use-before dates, return and refund policies, warranty terms, delivery timelines, and payment conditions. For imported goods, the importer's details and country of origin must be disclosed. Additionally, platforms cannot use consumer information for specified purposes without obtaining . The rules also prohibit the collection of for services unrelated to the e-commerce platform, except for legitimate loyalty or membership programmes.
Strengthening the
Every e-commerce entity must provide complainants with a copy of the complaint as recorded by its , ensuring transparency and a clear record of what has been registered. This provision aims to build trust in the grievance-handling mechanism and reduce instances of complaints being lost or misrepresented.
A Balanced Approach for a Growing Sector
The government has emphasised that the amendments strike a balance between robust consumer protection and
.
"The amended Rules seek to address emerging consumer concerns in the digital marketplace while taking into account the need for
and a balanced approach that protects consumer interests without imposing unnecessary regulatory burdens on e-commerce entities,"
the Department stated.
With the deadline, e-commerce platforms now have a window to overhaul their systems—from search algorithms and pricing displays to data consent flows and compliance audits. For consumers, the new framework promises a fairer, clearer, and more accountable online shopping experience.
