Digital platforms across India are increasingly employing manipulative design tactics to trick users into unintended actions, prompting urgent government intervention and raising serious consumer protection concerns.
What Are Dark Patterns?
Dark patterns are user interfaces that have been carefully crafted to trick users into doing things they originally did not intend or want to do. The term was coined by user experience designer Harry Brignull in 2010, who defined these as deceptive design patterns that manipulate users into actions like buying overpriced insurance or signing up for recurring bills.
In India, the Central Consumer Protection Authority (CCPA) has officially defined dark patterns as "any practices or deceptive design patterns using UI/UX (user interface/user experience) interactions on any platform; designed to mislead or trick users to do something they originally did not intend or want to do".
The Alarming Scale of Dark Patterns in India
Recent studies reveal the widespread prevalence of manipulative design practices across Indian digital platforms. A comprehensive study by the Advertising Standards Council of India (ASCI) and Parallel HQ found that 79% of Indian apps trick users into giving away their personal data. Even more concerning, the study analyzed 53 popular Indian apps and discovered that 52 out of 53 apps employed at least one dark pattern.
Most Common Dark Patterns in India
According to a LocalCircles study covering over 230,000 consumers across 392 districts, the most prevalent dark patterns include:
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Forced Action (54% of platforms): Requiring users to complete unrelated tasks to proceed
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Drip Pricing (48% of platforms): Hidden charges revealed only at final checkout
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Privacy Deception: The most common type across travel, food delivery, and e-commerce apps.
How Indian Platforms Are Duping Consumers
Sector-Specific Manipulation Tactics
The 13 Official Dark Patterns Identified by the Government
The Indian government has officially recognized 13 specific dark patterns as unfair trade practices:
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Drip Pricing: Extra fees added only at the final step
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False Urgency: Fake countdown timers and scarcity claims
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Bait and Switch: Showing one thing, then offering another
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Confirm Shaming: Making users feel guilty for refusing
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Subscription Traps: Making cancellation complex and lengthy
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Forced Action: Requiring unrelated purchases or sign-ups
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Interface Interference: Manipulating UI to misdirect users
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Basket Sneaking: Adding unwanted items to shopping carts
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Disguised Advertisement: Masking ads as regular content
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Nagging: Overwhelming users with irrelevant requests
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Trick Questions: Using confusing language in forms
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Rogue Pop-ups: Fake system warnings
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Privacy Zuckering: Tricking users into sharing personal data
Government Action and Regulatory Response
Recent Enforcement Measures
The Indian government has taken decisive action against dark patterns. In May 2025, Consumer Affairs Minister Pralhad Joshi announced that the government has sent more than 400 notices to e-commerce platforms and retailers, asking them to remove dark patterns. Over 50 platforms have agreed "in principle" to comply with government guidelines.
During a recent stakeholder meeting, Minister Joshi emphasized that "business should be based on trust" and stressed the government's commitment to "transparency and empowering every consumer to make informed choices".
Legal Framework and Penalties
Under the Consumer Protection Act, 2019, violations related to dark patterns can result in penalties of up to ₹20 lakh and six months' imprisonment. The Central Consumer Protection Authority has established comprehensive guidelines that came into effect in 20235.
Steps to Protect Consumers
Government Initiatives
The Indian government has launched three digital tools in partnership with IIT BHU to combat dark patterns:
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Jagriti App: Allows users to report dark patterns and flag suspicious websites
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Jago Grahak Jago App: Provides real-time safety scores for e-commerce links
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Jagriti Dashboard: Helps regulators track and analyze dark patterns across platforms
Consumer Protection Measures
For Individual Consumers:
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Carefully review all charges before final payment
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Read terms and conditions thoroughly
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Be skeptical of urgent or time-limited offers
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Check privacy settings and data sharing permissions
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Report suspicious practices through official channels
For Businesses:
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Conduct regular internal audits to identify and remove dark patterns
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Implement transparent pricing and clear communication
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Separate unrelated actions and provide independent options
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Ensure subscription terms and cancellation processes are clearly communicated.
For Regulators:
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Strengthen enforcement mechanisms
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Increase penalties for violations
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Promote consumer awareness campaigns
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Collaborate with international bodies on best practices
The Path Forward
The fight against dark patterns requires a multi-stakeholder approach. As Minister Joshi emphasized, companies should "not wait for the Central Consumer Protection Authority to intervene" but should "proactively recognize and remove these deceptive practices".
With consumers becoming increasingly vigilant and aware of their rights, businesses that continue to employ dark patterns risk not only regulatory penalties but also significant damage to consumer trust and brand reputation. The Indian government's proactive stance positions the country as a global leader in regulating digital deception, but sustained effort from all stakeholders will be essential to create a truly transparent and ethical digital marketplace.
The surge in consumer complaints related to dark patterns on the National Consumer Helpline indicates growing awareness, but also highlights the urgent need for continued vigilance and enforcement to protect Indian consumers in the digital age.
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