Search results on e-commerce platforms to be fair

Under the Consumer Protection (E-Commerce) (Amendment) Rules, 2026, effective from 1 January 2027, platforms cannot manipulate search results in a manner that misleads consumers or reduces the relevance of results to their searches. The provision brings greater scrutiny to how products are ranked and displayed on online marketplaces. Businesses may need to review ranking algorithms and commercial arrangements where payments or other business interests influence product visibility.

How a platform ranks and displays products is now a compliance issue, particularly where commercial interests or payments may affect search visibility.