Industry experts and traders stated that the updated government e-commerce rules, despite good intentions to protect consumers and ensure transparency, may create a disproportionate compliance burden for small sellers and SMEs, who constitute the majority of participants on online marketplaces. Particular concern is raised regarding the disclosure of rating information and price history requirements.
The Consumer Protection (E-commerce) Rules (Amendments) of 2026, notified by the Department of Consumer Affairs, will come into force on January 1, 2027, replacing the current 2020 rules. The new structure covers the disclosure of rating parameters, sponsored advertisements, a new requirement for 'previous price' in discount claims, compliance with the 2023 dark patterns guidelines, and mandatory partnership with the National Consumer Protection Hotline.
A high-ranking industry executive noted that the overall goal of strengthening consumer protection and transparency is welcome, but some provisions require closer examination from the perspective of small sellers and traders who will have to comply with them.
The executive pointed out that the requirements for disclosing rating parameters, especially regarding the relative significance of different parameters, may be difficult for small and unorganized sellers to understand. He suggested that a more detailed disclosure system might benefit larger sellers with greater resources, who are better equipped to interpret and respond to these requirements.
Regarding pricing policy, the executive stated that this requirement needs further consideration, as prices are set and often changed by individual sellers themselves, not the marketplace. The requirement to disclose the lowest price over 30 days means that sellers and traders, especially small businesses without dedicated compliance teams, will have to track and maintain accurate price history, which will increase their operational load.
On the issue of dark patterns, the executive noted that the industry understands and supports the government's aim to make the sector more accountable regarding consumer experience, and annual self-auditing is a reasonable way to achieve this goal. However, in his opinion, the point of discussion is how certification is structured so that compliance steps do not fall upon small sellers and traders who already operate with limited compliance capabilities.
He concluded that the main focus should be on simplifying business operations for small sellers and traders when dealing with these new requirements.