CONTEXT:

• With growing e-commerce usage, consumers increasingly face deceptive digital practices.
• These manipulative tactics, known as ‘dark patterns’, hinder consumer choice and fairness.
• In May 2025, the Minister of Consumer Affairs directed e-commerce companies to proactively audit and eliminate such patterns, stressing self-regulation before enforcement.
• This aligns with India’s broader push to strengthen digital consumer rights.

CONCEPT: WHAT ARE ‘DARK PATTERNS’?

• Dark patterns (also called deceptive patterns) are design tricks used in digital interfaces to manipulate users into actions they wouldn’t normally take.
• Coined by UX designer Harry Brignull in 2010, the term refers to UI/UX strategies that benefit the company at the expense of user autonomy.

Examples of Common Dark Patterns (CCPA defined 13 types):

1. False urgency – Fake time-limits or scarcity (e.g., “only 1 left!”).
2. Basket sneaking – Adding items to cart without consent.
3. Confirm shaming – Guilt-tripping users for opting out.
4. Forced action – Forcing sign-ups to access content.
5. Nagging – Persistent pop-ups to push decisions.
6. Subscription traps – Difficult cancellations or hidden charges.
7. Bait and switch – Advertising one thing, delivering another.
8. Disguised ads – Ads mimicking content.
9. Drip pricing – Hiding final costs till checkout.
10. Trick questions – Confusing language or double negatives.
11. SaaS billing manipulation – Auto-renew traps.
12. Interface interference – Hiding or misplacing key buttons.
13. Rogue malware – Using fake security alerts for deception.

CURRENT: GOVERNMENT ACTION & CENTRAL CONSUMER PROTECTION AUTHORITY(CCPA) ROLE

Key Government Measures:

• CCPA Guidelines (Dec 2023): Detailed 13 dark patterns; legally binding.
• E-Jagriti Platform (2024): Integrates e-Daakhil, Confonet & OCMS for streamlined consumer complaint handling.
• Consumer Apps Launched: ‘Jago Grahak Jago’, ‘Jagriti App’ and Dashboard on National Consumer Day (Dec 24).

Recent Study Findings (ASCI + Parallel HQ, Aug 2024):

• 79% of Indian apps trick users into giving personal data.
• Dark patterns identified in top apps across e-commerce, travel, food delivery, and health tech.
• Apps like Goibibo, Zomato, Amazon, Flipkart, Nykaa frequently use dark patterns (e.g., difficulty deleting accounts, false urgency).

Role of CCPA:

• Formed under Consumer Protection Act 2019.
• Empowered to act suo motu or via complaints against unfair trade practices.
• Has an Investigation Wing headed by a Director General and works with District Collectors for ground-level enforcement.