India's E-Commerce Rules to Change on January 1, 2027

India's Ministry of Consumer Affairs has amended the 2020 e-commerce rules: starting January 1, 2027, marketplaces must show the actual prior price of goods, label advertisements, and not manipulate search. An annual self-audit is required for violations of dark patterns.

• Discounts must show Prior Price — the lowest price in the last 30 days
• Sponsored products will get a large Sponsored or Ad label
• Platforms will be required to conduct annual self-audits for dark patterns
• All stores will be connected to the National Consumer Helpline for complaints