Summary: India’s Consumer Protection (E-Commerce) (Amendment) Rules, 2026, effective January 1, 2027, tighten pricing transparency, ranking disclosures, and seller accountability on e-commerce platforms. Key changes include mandatory prior price disclosures, curbs on self-preferencing and bundled fees, stricter dark pattern compliance, mandatory National Consumer Helpline integration, and affirmative consent for promotional use of consumer data, signaling a shift toward accountability-based governance. This blog examines the key changes and likely impact for e-commerce platforms and sellers.