Zepto, BookMyShow, IndiGo among 9 platforms fined Rs 20 lakh for using dark patterns

The Prevention and Regulation of Dark Patterns Guidelines, 2023 identify 13 types of misleading online practices designed to influence consumer choices. These include false urgency, basket sneaking, drip pricing, subscription traps, confirm shaming and trick questions.

In Short

• CCPA penalises nine digital platforms for using dark patterns
• Zepto fined Rs 7 lakh for drip pricing and basket sneaking
• CCPA to keep monitoring digital firms for fair consumer practices

The Central Consumer Protection Authority (CCPA) has cracked down on nine digital platforms, including Zepto, PhysicsWallah and IndiGo, for using "dark patterns"—design practices that can influence or mislead consumers into making certain choices. The government informed the Rajya Sabha that these companies have been directed to stop such practices.

In a written reply, the Ministry of Consumer Affairs said the regulator has stepped up efforts to tackle unfair practices in the digital marketplace. It also said the CCPA has collected nearly Rs 20 lakh in penalties from companies found violating the dark pattern guidelines, according to several media reports.

WHAT ARE DARK PATTERNS?

The Prevention and Regulation of Dark Patterns Guidelines, 2023 identify 13 types of misleading online practices designed to influence consumer choices. These include false urgency, basket sneaking, drip pricing, subscription traps, confirm shaming and trick questions.

In June 2025, the CCPA had issued an advisory asking e-commerce platforms to carry out self-audits and identify any dark patterns on their platforms.

According to the government's reply, Zepto Marketplace was fined Rs 7 lakh, the highest among the companies penalised.

The CCPA found that the platform was adding handling charges and membership fees during the purchase process. The regulator classified the handling fee as drip pricing, while the automatic addition of membership was treated as basket sneaking.

The government said Zepto has since discontinued these practices.

Meanhwile, the CCPA imposed a Rs 5 lakh penalty on Physics Wallah after taking suo motu cognisance of a pre-selected Rs 10 donation to the "PW Foundation".

According to the government, users were shown emotionally persuasive messages encouraging them to keep the donation. It also found that users had to share personal information to access free courses. Also, it said the company has paid the penalty and discontinued the practice.

The government also informed Parliament that IndiGo modified its mobile application after complaints of confirmed shaming.

Similarly, BookMyShow was asked to remove a pre-selected Rs 1 contribution to its BookASmile initiative after the regulator identified it as a case of basket sneaking.

OTHER COMPANIES PENALISED

Apart from Zepto and Physics Wallah, the CCPA also imposed a Rs 2 lakh penalty on FirstCry, Rs 3 lakh on Anuj Jindal, and Rs 1 lakh each on PharmaEasy, McAfee and SpiceJet, mentioned several media reports. Also, these companies were directed to discontinue practices such as hidden charges, misleading countdown timers, forced subscriptions and manipulative subscription renewal prompts.

The government said the CCPA will continue monitoring digital platforms to ensure online businesses follow fair practices and protect consumer interests.

- Ends