CAIT Welcomes New E-Commerce Rules, Seeks Tougher Action Against Predatory Pricing And Search Manipulation

Mumbai: The Confederation of All India Traders (CAIT) has welcomed the recently amended Consumer Protection (E-Commerce) (Amendment) Rules, 2026, but has called for stricter measures against predatory pricing, search manipulation, and preferential treatment of specific sellers on digital platforms. Effective from January 1, 2027, these rules aim to increase transparency within sponsored listings and search results, require accurate disclosure of discounts, and enforce compliance with safeguards against deceptive "dark patterns".

The rules also mandate e-commerce entities to collaborate in strengthening the National Consumer Helpline (NCH) system. Praveen Khandelwal, MP from Chandni Chowk and Secretary General of CAIT, expressed satisfaction with the reforms, stating that they would foster a more transparent and accountable digital marketplace. He emphasized that India continues to safeguard consumer rights while ensuring equitable treatment for small retailers, startups, and Micro, Small, and Medium Enterprises (MSMEs).

Khandelwal welcomed the requirement for platforms to display the lowest price at which a product was offered during the previous 30 days upon advertising a discount, which could help curb misleading price inflation during sales.