E-commerce entities to display both reduced and prior price from January under amended Consumer Protection rules; platforms must integrate with National Consumer Helpline. NEW DELHI: From Jan, e-commerce entities will have to display both the "reduced price" and "prior price" whenever they announce a price cut, including during festive sale seasons. If consumers find discrepancies in the prices displayed by e-commerce platforms, they can lodge complaints with National Consumer Helpline (NCH).Under the amended rules, every e-commerce entity must be integrated with NCH convergence mechanism. The provision has been introduced as nearly 29% of the 17.7 lakh complaints received by the helpline in 2025 were related to the e-commerce sector. Sponsored listings must now carry "clear and prominent disclosures" so that consumers can distinguish paid promotions from organic search results.
