Wire · regulatory
How new e-commerce rules could reshape brands' online advertising strategies
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Fusion42 · 21 September 2026 · Fusion42 review
India's Consumer Protection (E-Commerce) (Amendment) Rules, 2026, effective January 1, 2027, impose stricter transparency requirements on advertising discounts and sponsored listings. These rules redefine 'prior price' for discount claims and mandate clear disclosure of paid visibility on e-commerce platforms.
This Wire brief sits within Fusion42's coverage of E-commerce, and 25 sources have reported it between 10 Sep 2026 and 21 Sep 2026.
◆ ◆ The Wire takeaway
You must revamp discount presentations and audit your pricing history to comply with India’s new rules. Platforms and brands that blur paid placement from organic will face higher scrutiny and risk losing consumer trust.
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25 sources · first reported 10 Sep 2026 · latest 21 Sep 2026
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