CCPA Action Against Dark Patterns: The Central Consumer Protection Authority (CCPA) has imposed penalties on nine digital platforms, including Zepto, IndiGo, Physics Wallah, FirstCry and SpiceJet, for allegedly using “dark patterns”—deceptive design techniques that can influence or manipulate consumers into making decisions they may not have intended.
The government confirmed the action in the Rajya Sabha, stating that the penalties were imposed under the Guidelines for Prevention and Regulation of Dark Patterns, 2023, which prohibit misleading user interface practices on digital platforms.
What Are Dark Patterns?
Dark patterns refer to website or app design elements that subtly push users toward certain actions, often benefiting businesses at the expense of consumers.
India’s Dark Patterns Guidelines, 2023 identify 13 prohibited practices, including:
- False urgency created through misleading countdown timers.
- Basket sneaking by adding unwanted products or services.
- Subscription traps that make cancellations difficult.
- Drip pricing, where hidden charges appear only at the final payment stage.
- Confirm shaming, which pressures users into accepting offers.
- Misleading wording or trick questions designed to confuse consumers.
The regulations aim to make digital platforms more transparent and protect users from unfair online practices.
Nine Companies Penalised by CCPA
According to the government, the CCPA has taken enforcement action against nine companies for violating the dark pattern guidelines.
Among the platforms penalised are:
- Zepto
- IndiGo
- Physics Wallah
- FirstCry
- SpiceJet
The regulator has reportedly collected around ₹20 lakh in penalties from companies found violating the rules.
CCPA Had Earlier Asked Companies to Conduct Self-Audits
Before initiating enforcement, the CCPA had issued an advisory in June 2025, asking e-commerce and digital platforms to conduct internal audits to identify and remove dark patterns from their websites and mobile applications.
The regulator urged companies to proactively comply with consumer protection norms rather than waiting for regulatory action.
Experts Say Dark Patterns Mislead Consumers
Technology policy expert Jayant Krishna, Senior Fellow at the Center for Strategic and International Studies (CSIS), said practices such as hidden fees, forced subscriptions, fake urgency and manipulative renewal prompts amount to unfair business practices.
According to him, these techniques can distort consumer decision-making and justify regulatory intervention under India’s consumer protection framework.
Transparency Must Become a Business Priority
Marketing consultant Dr. Sanjay Arora believes that dark patterns often emerge gradually as companies focus heavily on improving sales and conversion rates.
He noted that businesses rarely set out to deceive customers intentionally, but repeated optimisation of user journeys without considering consumer trust can eventually lead to unethical practices.
According to him, brands must balance commercial growth with transparency and customer confidence.
Calls for Better Product Information on E-commerce Platforms
Former FSSAI Director Pradip Chakraborty highlighted the importance of displaying accurate product details on e-commerce and quick-commerce platforms.
He pointed out that misleading advertisements can attract penalties under Section 53 of the Food Safety and Standards Act, 2006, with fines of up to ₹10 lakh.
Health advocate and FoodPharmer founder Revant Himatsingka also stressed that consumers should have easy access to essential product information before making purchases.
According to him, online shoppers should be able to clearly view:
- Ingredients list
- Nutrition facts
- Manufacturing date
- Expiry date
- Allergen information
- Net quantity
He argued that consumers should never have to choose between convenience and access to accurate product information.
Why the CCPA’s Action Matters
The latest action signals the government’s increasing focus on improving fairness and transparency across India’s fast-growing digital marketplace.
As more consumers rely on e-commerce, quick-commerce and online service platforms, regulators are tightening oversight to ensure businesses avoid misleading design practices that could manipulate purchasing decisions.
The penalties also serve as a reminder that companies must prioritise ethical user experiences and comply with consumer protection regulations while designing their digital platforms.