Government warns e-commerce platforms against dark patterns in online shopping

Dark patterns refer to deceptive user interface designs that nudge consumers toward decisions they might not otherwise make, like unknowingly subscribing to a service, buying additional items, or making hasty purchases due to fake urgency

Hyderabad: The Central Consumer Protection Authority (CCPA) has taken a firm stand against misleading tactics known as “dark patterns” used by several e-commerce platforms. In a press release issued on June 7, the authority advised all online marketplaces to eliminate such practices that manipulate consumers into making unintended or more expensive purchases.

What are dark patterns?
For the uninitiated, dark patterns refer to deceptive user interface designs that nudge consumers toward decisions they might not otherwise make—like unknowingly subscribing to a service, buying additional items, or making hasty purchases due to fake urgency. These tactics often result in financial loss and erode consumer trust.

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What government said?

The advisory urges all online retailers to avoid manipulative design practices that could mislead or exploit users. The CCPA has also begun issuing notices to platforms found violating the ‘Guidelines for Prevention and Regulation of Dark Patterns’, introduced in 2023 by the Department of Consumer Affairs.

E-commerce platforms have been asked to conduct internal audits within three months to identify and eliminate any such misleading patterns. They’re also encouraged to submit self-declarations affirming their compliance with the guidelines.

“All e-commerce platforms are advised to refrain from deploying deceptive design interfaces that mislead consumers or manipulate their decision-making,” the CCPA stated. The authority also emphasized that it is actively monitoring online platforms and has already taken action in specific cases where guidelines were breached.

The 13 dark patterns: What you need to know
The guidelines identify 13 specific types of dark patterns. Here are some of the most common ones:

• False Urgency: Creating a false sense of limited availability or time pressure—like showing exaggerated demand for a product or false stock alerts.
• Basket Sneaking: Automatically adding extra items—such as donations, insurance, or services—into the user’s cart without their explicit consent.
• Confirm Shaming: Using guilt-inducing language like “I prefer to stay uninsured” when a user opts out of an add-on like travel insurance.
• Forced Action: Requiring users to sign up for unrelated services or take unnecessary steps just to access the original service they wanted.
• Subscription Traps: Making cancellation difficult or confusing, hiding the option, or requiring users to share payment information even for free trials.
• Interface Interference: Designing confusing layouts or buttons that mislead users—such as hiding the “cancel” option or repurposing the “X” button to open new pages instead of closing the ad.
• Bait and Switch: Advertising one product or price and then switching it at the last moment, often for a costlier or lower-quality item.
• Drip Pricing: Hiding additional charges until the last step of the checkout or marketing something as free but later requiring payment.
• Other recognised dark patterns include Trick Wording, Disguised Advertisements, Nagging, SaaS Billing Deception, and Rogue Malwares.

The way forward

This government initiative signals a strong push for ethical digital practices, aiming to protect consumers from psychological manipulation and hidden costs. As e-commerce continues to grow in India, this move ensures that platforms remain transparent, trustworthy, and accountable.

Consumers are encouraged to stay alert and report suspicious practices. Meanwhile, businesses must prioritise user rights over clever marketing tricks—because trust, once broken, is hard to rebuild.