New E-Commerce Rules Crack Down on Hidden Charges and Search Manipulation From January 2027

The Central Government has notified the E-Commerce Amendment Rules, 2026, introducing stringent controls on hidden charges, data processing, and unsolicited service subscriptions levied on online shoppers.

Notified by the Department of Consumer Affairs, the updated regulations will officially come into effect on January 1, 2027. The framework aims to bolster consumer protection across digital marketplaces while avoiding disproportionate regulatory burdens on legitimate businesses.

Mandatory Grievance Redressal and Helpline Integration

Under the revised provisions, every e-commerce firm must integrate with the National Consumer Helpline (NCH) convergence mechanism. Grievance officers will be legally required to provide complainants with an official copy of their recorded complaints.

Official data underscores the urgency of these measures. The National Consumer Helpline logged 17,71,622 grievances during 2025, out of which 5,11,196 complaints—accounting for roughly 29% of the total volume—originated directly from the e-commerce sector.

Curbing Manipulated Search Results and Opaque Discounts

Platforms will face strict prohibitions against manipulating product search outcomes or search rankings to mislead buyers. Online marketplaces must now ensure that paid or sponsored placements are clearly distinguishable from organic search listings and product recommendations.

New transparency mandates also govern promotional discounts. E-commerce entities must display both the current discounted price and a baseline prior price, defined strictly as the lowest price at which the item or service was offered during the preceding 30 days. Additionally, platforms are barred from collecting bundled fees for unrelated services outside of authorised loyalty or membership programmes.