Dark Patterns in Ecommerce: Sneaky Tricks That Make You Spend More; Govt’s Crackdown Explained
In a decisive move to safeguard digital consumers, the Central Consumer Protection Authority (CCPA) has issued a comprehensive advisory to all e-commerce platforms in India, urging them to conduct self-audits within the next three months to identify and eliminate dark patterns—deceptive interface designs that manipulate user behavior.
This initiative, announced on June 7, 2025, is part of the government’s broader mission to ensure transparency and fair trade practices in the rapidly expanding online marketplace.
What Are Dark Patterns?
Dark patterns are manipulative design techniques used in websites or apps that trick users into making choices they wouldn’t otherwise make—such as buying unnecessary add-ons, signing up for subscriptions unknowingly, or being misled by disguised ads. These patterns exploit cognitive biases to prioritize corporate gains over consumer rights.
The Department of Consumer Affairs officially defined 13 types of dark patterns under the Guidelines for Prevention and Regulation of Dark Patterns, 2023. These include:
- False Urgency: Creating unnecessary pressure to make purchases quickly.
- Basket Sneaking: Adding items to a cart without the user’s consent.
- Confirm Shaming: Guilt-tripping users into agreeing to something.
- Forced Action: Forcing users to perform unrelated tasks to access core functions.
- Subscription Trap: Making cancellation or opt-out processes unnecessarily difficult.
- Interface Interference: Using misleading visuals to steer decisions.
- Bait and Switch: Offering something and then substituting it with another.
- Drip Pricing: Revealing additional costs only at checkout.
- Disguised Advertisements: Ads that appear as genuine content.
- Nagging: Repeated prompts that frustrate users into compliance.
- Trick Wording: Misleading phrasing to deceive.
- SaaS Billing: Sneaky subscription renewals in software.
- Rogue Malwares: Malicious software tactics to manipulate behavior.
These patterns erode consumer trust, reduce transparency, and violate ethical design principles. The government’s crackdown seeks to establish a cleaner, consumer-first digital commerce ecosystem.
Mandatory Self-Audit and Declaration
The CCPA has directed all e-commerce platforms to undertake self-audits to detect the presence of any dark patterns and submit a self-declaration confirming their removal. This will promote accountability and instill confidence among users. Platforms found violating these guidelines have already received official notices from the Authority.
Joint Working Group (JWG) Formed
To strengthen oversight and implementation, a Joint Working Group (JWG) has been constituted. The group includes members from relevant ministries, regulators, voluntary consumer organizations, and National Law Universities (NLUs). Their mandate is to:
- Identify ongoing violations.
- Share periodic reports with the Department of Consumer Affairs.
- Recommend awareness programs to educate consumers about dark patterns and their rights.
Strengthening Consumer Protection in the Digital Age
This latest advisory by the CCPA and the formation of the JWG are significant milestones in India’s journey toward a safer and more ethical digital economy. It reinforces the government’s commitment to protecting consumer autonomy and eliminating manipulative tactics in e-commerce and digital services.
Consumers are encouraged to stay vigilant, report suspicious interface designs, and demand transparency from online platforms.
