Selling Pakistani Flags Online? Government Slams Amazon, Flipkart for 'Insensitive' Violation of National Sentiment

In a firm move to uphold national sentiment and public ethics, the Ministry of Consumer Affairs has issued formal notices to top e-commerce platforms including Amazon, Flipkart, and other online retailers were found displaying and offering Pakistani national flags and associated merchandise for sale on their Indian online platforms. The government termed this act “insensitive” and a “violation of national sentiment”, triggering strong public and political responses across the country.

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What Triggered the Government's Response?

Multiple users flagged the availability of Pakistani flags, T-shirts, stickers, and badges being openly sold on e-commerce platforms with Indian domains. These listings sparked outrage on social media, with many questioning how such items could be approved for sale in India.

In response, the Department of Consumer Affairs took swift action by issuing notices under the Consumer Protection Act, stating that the sale of such items hurts national pride and is potentially unlawful.

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What Does the Notice Say?

According to sources, the government notice highlights:

• The sale of Pakistani flags and symbols is considered highly disrespectful within the Indian cultural and national framework.

• E-commerce platforms are required to screen and regulate third-party listings, especially those that can incite public anger.

• Failure to take immediate corrective steps may result in strict penalties or legal proceedings under the Consumer Protection (E-commerce) Rules, 2020.

A senior official said:

"Allowing the sale of merchandise representing a rival nation — especially one India has had military and political tensions with — is highly insensitive and unacceptable."

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Legal and Ethical Implications

Under Indian law, there is no express permission to promote or sell foreign national symbols in a manner that may be perceived as glorifying or promoting adversarial nations. While online marketplaces act as intermediaries, they are legally responsible for monitoring and removing inappropriate or offensive listings.

Additionally, selling foreign flags may fall under violation of:

• The Emblems and Names (Prevention of Improper Use) Act, 1950

• The Act of 1971 aimed at preventing disrespect to national symbols and honour.

• And community guidelines under IT Rules 2021.

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Platforms React: How Are Amazon and Flipkart Responding?

While official responses are awaited, both Amazon India and Flipkart have reportedly begun removing the flagged listings. In the past, similar controversies have resulted in companies issuing public apologies and tightening content moderation on their platforms.

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National Sentiment at the Core

The sale of Pakistani flags in India is not just a commercial misstep — it’s seen as a direct affront to patriotic values, especially at a time when border tensions and national security are recurring topics.

Political leaders, veterans, and social groups have also weighed in, urging e-commerce platforms to act responsibly and put India’s dignity above profits.

This incident serves as a critical reminder to all online platforms — while technology enables borderless commerce, it must be practiced with a sense of cultural and national sensitivity. The government’s warning is not just legal in nature but moral in tone: India’s digital economy must reflect Indian values.

CCPA Cracks Down on Amazon, Flipkart for Selling Pakistani Flags – ‘Insensitive and Unacceptable,’ Says Govt

In a decisive effort to protect national pride and address consumer concerns, the Central Consumer Protection Authority (CCPA) has sent official notices to multiple e-commerce platforms such as Amazon India, Flipkart, Ubuy India, Etsy, The Flag Company, and The Flag Corporation. The notice was issued after these platforms were found listing Pakistani national flags and related merchandise for sale in India.

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Government Takes Swift Action

Union Minister of Consumer Affairs, Pralhad Joshi, took to X (formerly Twitter) to announce the crackdown. He called the sale of such items “insensitive” and a clear violation of national sentiment.

“The CCPA has issued notices to @amazonIN, @Flipkart, @UbuyIndia, @Etsy, The Flag Company and The Flag Corporation over the sale of Pakistani flags and related merchandise. Such insensitivity will not be tolerated,”
– Pralhad Joshi, Union Minister of Consumer Affairs

He also directed all platforms to immediately take down the listings and comply with Indian laws and ethical standards.

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Background: CAIT Raises Alarm

The government's intervention came after a complaint by the Confederation of All India Traders (CAIT). In a letter to Union Ministers Piyush Goyal and Pralhad Joshi, CAIT expressed deep concern over the availability of Pakistani flags and logo-branded mugs and T-shirts on Indian e-commerce sites.

"I wish to convey my serious concern regarding an issue that touches the heart of our national pride and sovereignty."
– BC Bhartia, National President, CAIT

The letter also pointed out the timing of these listings, as Indian forces are currently involved in Operation Sindoor, a sensitive mission related to Pakistan.

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What Was Being Sold?

The flagged items included:

• Pakistani national flags

• T-shirts and mugs bearing Pakistani emblems

• Other merchandise showing symbols related to Pakistan

These items were reportedly available on open listings across popular marketplaces like Amazon, Flipkart, and Etsy.

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Legal and Ethical Responsibility of E-Commerce Platforms

According to Indian legislation and the Consumer Protection (E-Commerce) Rules, 2020, online platforms are required to:

• Screen third-party listings

• Ensure compliance with national ethics

• Avoid content that may offend national sentiment or security

The CCPA has warned that non-compliance could lead to further legal consequences.

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National Sentiment Over Profit

The government and trade bodies emphasize that commerce must never override patriotism. Selling merchandise that promotes or glorifies adversarial nations during times of conflict is considered both inappropriate and inflammatory.

This action by the CCPA sends a clear message: e-commerce platforms must remain sensitive to national sentiment and act responsibly. As digital marketplaces grow in influence, it becomes crucial to align commercial operations with the cultural and patriotic values of the country.