Govt cracks down on fake discounts and search manipulation

New Delhi: The government has amended the Consumer Protection (E-Commerce) Rules, 2020, to tighten norms on price transparency, sponsored listings, search result manipulation and dark patterns, the Department of Consumer Affairs said on Thursday.

The Consumer Protection (E-Commerce) (Amendment) Rules, 2026, will come into force from January 1, 2027.

Under the new rules, e-commerce entities must disclose both the reduced price and “prior price” whenever a discount is announced. The prior price will be the lowest price at which the product was offered during the 30 days preceding the discount.

Platforms will be barred from manipulating search results in ways that mislead consumers or affect the relevance of results. Sponsored listings must carry clear and prominent disclosures.

E-commerce entities will also have to comply with the Guidelines for Prevention and Regulation of Dark Patterns, 2023, conduct an annual self-audit and display a certificate of compliance.

They must become partners in the National Consumer Helpline’s convergence process. The NCH received 17,71,622 grievances in 2025, with 5,11,196, or about 29 per cent, related to e-commerce. Every entity must provide complainants a copy of complaints recorded by its grievance officer.

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The Hans India