New Delhi: The Central Consumer Protection Authority has imposed penalties on nine digital platforms, including IndiGo, Zepto, Anuj Jindal Coaching Platform, FirstCry, for allegedly misleading consumers.
The CCPA accused the platforms of having “dark patterns”—deceptive user interface (UI) designs that influence consumers’ choices and decision-making. These include practices such as hidden charges, forced subscriptions, misleading countdown timers, and manipulative prompts for subscription renewals.
In a written reply to the Rajya Sabha, the Ministry of Consumer Affairs said the regulator has intensified efforts to curb unfair practices in the digital marketplace and strengthen consumer protection through the Consumer Protection Act, 2019 and the Consumer Protection (E-Commerce) Rules, 2020.
“Central Consumer Protection Authority (CCPA) Acts Against Dark Patterns on Digital Platforms. PhysicsWallah fined ₹5 lakh and McAfee ₹1 lakh for practices affecting informed consumer choice,” reads a post shared by PIB on X.
The ministry also stated that the CCPA has collected nearly Rs 20 lakh in penalties from companies found violating the Dark Pattern Guidelines, according to several media reports.
Under the Guidelines for Prevention and Regulation of Dark Patterns, 2023, the government has identified 13 types of deceptive interface designs.
“The 13 prominent dark patterns in e-commerce are False Urgency, Basket Sneaking, Confirm Shaming, Forced Action, Subscription Trap, Interface Interference, Bait and Switch, Drip Pricing, Disguised Advertisement, Nagging, Trick Question, SaaS Billing, and Rogue Malwares,” stated the Rajya Sabha reply by B.L. Verma, Minister of State for Consumer Affairs, Food and Public Distribution.
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CCPA’s action
The CCPA has taken action against several companies across sectors for using “dark patterns” that mislead or manipulate consumers.
The penalties include Anuj Jindal Coaching Platform, which was fined Rs 3,00,000 for creating false urgency through a fake countdown timer; FirstCry, which was fined Rs 2,00,000 for drip pricing by adding GST at checkout despite displaying prices as tax-inclusive; PharmaEasy, which was fined Rs 1,00,000 for automatically adding a PLUS membership to customers’ carts; Zepto Marketplace Pvt. Ltd., which was fined Rs 7,00,000 for drip pricing and basket sneaking; Physics Wallah Ltd., which was fined Rs 5,00,000 for pre-selecting donations and requiring personal information to access “free” courses; and SpiceJet Ltd., which was fined Rs 1,00,000 for using pre-ticked consent boxes that amounted to trick questions.
In addition to imposing financial penalties, the CCPA issued notices and directed companies to discontinue unfair practices.
IndiGo removed shaming language from its app by replacing the message “No, I will take the risk” with the neutral option “No, I will not add it to my trip.”
“CCPA had also issued notices to a major portal for booking movie tickets (BookMyShow) for dark patterns by imposing automatically an extra charge of Rs.1 on customers pre-tick without consent of the consumer after the booking of confirmed tickets. After CCPA’s intervention booking portal addressed the issue of ‘Basket Sneaking’ by giving customers are an option to choose whether or not
they wish to contribute towards BookASmile. The dark pattern has been discontinued,” the reply reads.