Dark Patterns Under Fire: CCPA Tightens Grip on Online Platforms

New Delhi, August 06, 2026 As digital commerce becomes an integral part of daily life, concerns over deceptive online practices are drawing greater regulatory attention. India's consumer watchdog has intensified its crackdown on "dark patterns"—design techniques that can influence purchasing decisions without a user's clear and informed consent. The latest enforcement action highlights the regulator's focus on ensuring greater transparency and fairness across digital platforms. The Central Consumer Protection Authority (CCPA) found that quick-commerce platform Zepto displayed lower prices initially but added handling charges and membership fees before the final payment stage. The regulator classified the handling charges as drip pricing, where the complete cost is not disclosed upfront, while the automatic addition of membership was treated as basket sneaking. Zepto was fined Rs 7 lakh and has since discontinued the practices identified by the CCPA. Similarly, BookMyShow was directed to remove the pre-selected Rs 1 contribution to its BookASmile charity initiative. The issue was not the amount itself but the fact that the donation was already selected, requiring users to manually opt out, which the regulator also classified as basket sneaking. The CCPA also took action against IndiGo over a practice known as confirm shaming. The airline's app previously displayed the opt-out message, "No I will take risk", when customers declined an add-on. Following the regulator's intervention, it was replaced with the more neutral wording, "No, I will not add to the trip." Physics Wallah was fined Rs 5 lakh after the regulator found that a Rs 10 donation to its PW Foundation was automatically pre-selected. The CCPA also objected to emotional messaging encouraging users to retain the donation and flagged instances where personal information had to be shared before accessing free courses. According to the government, the company deposited the penalty and discontinued the identified practices. The enforcement drive extended beyond these companies, with FirstCry, PharmEasy, McAfee, SpiceJet and coaching platform Anuj Jindal also facing penalties ranging from Rs 1 lakh to Rs 3 lakh. The regulator cited practices such as hidden charges, forced subscriptions, misleading countdown timers and manipulative subscription renewal prompts. Overall, the government said the CCPA has collected around Rs 20 lakh in penalties since enforcing the Guidelines for Prevention and Regulation of Dark Patterns, 2023, which identify 13 types of deceptive online interface designs, including false urgency, basket sneaking, drip pricing, subscription traps, confirm shaming and trick questions. The latest action underscores the government's continued efforts to strengthen consumer protection and promote transparent digital business practices.